Condiment brand Branston Pickle is returning to the small screen following a five year absence in the form of a ‘Make it Special’ TV campaign bankrolled by parent firm Mizkan Europe.
The key message behind the campaign, which dovetails with outdoor, on-pack, social media and web support, is to position the sweet pickle product as an indispensable addition to any sandwiches.
Created by mcgarrybowen the piece is titled ‘The Apologist’ and recounts the story of a young boy and his father who struggles in his attempts to bake a birthday cake and build a toy for his son… but excels at crafting a tasty sandwich.
Paul Shanahan, MD of Mizkan Europe, said: “We are very excited to be promoting Branston Pickle on TV; it’s been away from our screens for far too long. This is our first foray into TV advertising as Mizkan Europe, and the initial part of our plan to grow the Branston brand. Through significant investment over the next few years we intend to build and nurture all our iconic British brands, inspiring and educating our customers along the way.”
Paul Jordan, executive creative director at mcgarrybowen, said: “At mcgarrybowen we like to take brands that you've always lived with and transform them into brands that you can't live without. Branston Pickle was a perfect candidate for this treatment; we wanted to remind people that nothing beats the love you put into a homemade sandwich, and nothing makes it special quite like a healthy dollop of Branston Pickle.”
Targeted at parents the campaign will track awareness and purchase intent amongst those aged 35 and over and launches on 5 December.