Sarson’s, the UK’s number one vinegar brand, (Nielsen market data 15/7/17) is working with farmer and TV presenter Jimmy for a six-month campaign, which is aiming to highlight the quality of the brand’s vinegar.
Sarson’s malt vinegar is matured for seven days in traditional wooden vats made from oak and pine. This process helps to give the vinegar more flavour.
The partnership is being supported by a multi-channel brand campaign, using OOH, print and digital advertising The activity is expected to deliver 111 million impressions across all media platforms by early 2018.
Doherty has appeared on Channel 4 programmes such as ’Food Unwrapped’ and ’Jamie & Jimmy’s Friday Night Feast’ and is creating content for the Sarson’s digital and social media channels. He has also developed three new recipes using the brand’s vinegar.
Jimmy Doherty brand ambassador for Sarson’s said: “Quality and heritage are so important to me when it comes to the ingredients I grow and use. If you don’t take the right time and care, you will end up compromising on taste. This is why I am excited to be working with Sarson’s on this campaign and why I certainly wouldn’t splash anything else over my chips!”
Sonia De Vito senior brand manager at Sarson’s said: “With our joint passion for craftsmanship, working with Jimmy is a natural fit for Sarson’s. Jimmy’s commitment to championing the highest quality British produce rings true to the Sarson’s brand and what we want to communicate through our latest campaign.”