Branston Pickle has launched a new digital campaign called ‘Bags of Fun’ project, aimed at the back-to-school season.
The activity, coinciding with the launch of the brand’s new website, is designed to introduce the product to a younger demographic, and encourage a new generation to become pickle lovers. The campaign targets parents and young families, and helps parents decorate their kids’ sandwich bags with cartoon illustrations.
The campaign consists of a gallery of fun designs hosted on the new Branston website, inspired by Bryan Dunn, an American art director and designer who drew a different picture on his son’s lunch bags everyday for two years. Every day, parents will be able to go to the Branston website, download and print a new design of their choice, place a clear sandwich bag over the picture and draw directly on the bag with a permanent marker to create their own design. Alternatively, parents can open the design on their tablet and put a clear sandwich bag directly onto the screen and proceed to draw on the lines.
The project will run across Branston’s website and the brand’s social media channels, including Facebook, Instagram and Twitter.
Lorna Kimberley, Head of Marketing at Mizkan Euro, says: “Branston will always make a sandwich that extra bit special but now parents have the tools to make it even more so! September signals the end of the holidays and this can be a tough time for both parents and kids. This activity finds a way for the brand to continue the summertime fun as kids head back to school”.