Sarson’s is running a campaign to inspire consumers to use vinegar to create their own homemade pickles.
The firm says the trend for pickling is on the rise and its research has found that people are increasingly searching online for home pickling products and this campaign is to 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 recreate the dishes they’ve had in restaurants, 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 video on demand, 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 far and wide. Sarson’s and Great British Chef’s will be creating eight pickling recipes, all created by different chefs, to showcase the versatility of the process.
Iain Pennington, head chef of The Ethicurean has been named as the brand’s ‘pickling ambassador’, and he will be creating a number of recipes to inspire consumers to try home pickling. The recipes will all have different nutritional benefits to show how pickles can be used to up your dose of fruit and vegetables and how they can contribute to a healthy diet. Iain was selected due to his passion for making the most of seasonal produce, and his experience in 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.