Leading vinegar brand Sarson’s has launched a campaign aimed at inspiring consumers to use vinegar to create their own homemade pickles. With the trend for pickling on the rise, research by Sarson’s found that people are increasingly searching online for home pickling products. The brand said its latest campaign hopes educate consumers on the subject and inspire a new generation of home picklers.
The ‘Sarson’s Loves Pickling’ campaign, targeting 25-45 year olds, aims to inspire home cooks to take the trend for all things pickled as seen in restaurants, to recreate the dishes at home. Activity for the campaign will run across digital, social and PR.
As part of the campaign a number of ‘how to’ pickling videos will be used across VoD, pre-roll and social media. In addition, Sarson’s is partnering with Great British Chefs, the fastest growing food website in the UK, to spread the message of pickling.
To support the campaign, Sarson’s has named Iain Pennington, Head Chef of The Ethicurean, it’s pickling ambassador, and he will be focused on creating a number of recipes to inspire consumers to try home pickling.
To accompany the campaign Sarson’s has redesigned its labels for its entire pickling range, to showcase how the products can be used to consumers and to give the products stand out appeal on shelf.
Noa Hasegawa, Sarson’s Brand Manager, said: “It’s great to kick off the second pillar of activity for the ‘Sarson’s Loves’ campaign, and focus on pickling at a time when consumers are so interested in finding out more. Our research showed a 14% year-on-year increase in searches relating to home pickling. Building on this interest and showing consumers the tricks and tips needed to get involved will only strengthen Sarson’s association with this food trend.”