Branston Pickle
I wanted to avoid generically promoting a ‘taste sensation’. You know the type of thing, when somebody tastes the product and gets instantly transported into some psychedelic trance. There are so many food campaigns that generically sell each other in this regard with no differentiation. So my approach was to truly define a taste experience to this specific product. Now some confession time, as I don’t actually like Branston Pickle. So I asked others who were fans to describe it to me. Their responses usually consisted of atleast two or three descriptors that included being tangy, sweet, spicy and crunchy. And this is how I developed the campaign idea and resulting executions. As a fully integrated campaign, it won a lot of awards and certainly put Branston Pickle back into a lot of hearts, minds and tummies.