Branston Pickle

This advertising campaign was actually my University dissertation. I found a large majority of young people can't and don't connect with the brand, as well as find it very old fashioned. I also found there is no correlation between Branston Pickle lovers. They come in all shapes and sizes, with different backgrounds, at different ages, but they share one huge similarity; their love for the one pickle.

BRIEF

Product/Service - Branston Pickle

Objective - To re-position Branston Pickle as an entertaining and tasty brand to a younger audience.

Target Audience - Young British people; the C1, C2, D socio-economic groups as well as students

Strategy - By creating entertaining content that will amuse and engage a younger audience

Proposition - Branston divides people’s opinions, but if you love it, you love it. It’s a traditional, old British brand, with a unique flavour, which is thought of very highly by those who do enjoy the taste of it.

Campaign Line - ‘Proud to be a Branstonian’

Campaign deliverables - TV – Prime time on ITV 1 and Channel 4

Print & OOH – Placed across the UK, from East Anglia (EAST) to Bristol (WEST) and from Southampton (SOUTH) to Yorkshire (NORTH). OOH advertising will be outside busy Supermarkets (Tesco, Asda and Sainsbury), as well as at bus stops in large cities across the chosen demographic. There will be print in newspapers such as ‘The Sun’, which is young British peoples favoured newspaper and in magazines such as ‘Delicious’ and ‘Great British Food Magazine’.

Digital advertising (social media) – Twitter and Facebook accounts run by Branston Pickle, as well as a slight rebranded website acting as a hub for the campaign.