Branston Pickle and Pilgrims Choice have announced a partnership to celebrate the ‘perfect pairing’ of the two products.
The partnership, that celebrates the classic cheese and pickle flavour combination, will extend to significant marketing activity including an on-pack promotion that will run until the end of September that will give customers the chance to win a ‘year’s supply of cheese or pickle’.
Branston Pickle (rrp £1.20 per 360g) and Pilgrims Choice (rrp £3 per 350g) will also be creating a series of recipes highlighting new ways to combine the two food staples. These recipes will be hosted on a bespoke website launched for the campaign, www.cheeseandpickle.co.uk, supported through a joint PR and social media programme.
Branston is also teaming up with street food trader Grill My Cheese to create the formula for the ‘perfect toastie’ incorporating the complementary pairing of cheese and pickle.
Lorna Kimberley, head of marketing at Mizkan Euro, said: “Our main objective with this partnership is to drive frequency of purchase of both brands, by highlighting how cheese and pickle are the perfect partners. As our products share the same usage occasion, the mighty sandwich, as well as having similar brand values, working together is a natural fit. Partnering with Grill My Cheese will provide an excellent platform from which to engage consumers in a fun, credible and compelling way.”