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Branston relish relaunch promoted through £1m above-the-line campaign


By Ishbel Macleod, PR and social media consultant

May 12, 2014 | 2 min read

Branston has announced the relaunch of its relish range with five flavours available from June, with the range to be promoted by a £1m campaign by Mcgarrybowen.

The new range launch is Mizkan Europe's first NPD since acquiring Branston last year, and aims to capitalise on the summer BBQ season and the upcoming football activity.

Outdoor activity will be structured into two bursts across June and July and will consist of 6 sheet poster activity outside major multiples, as well as digital POS 6 sheets outside 215 Tesco stores nationwide.

Victoria Adams, Branston brand manager at Mizkan Europe, said: “The re-launch of our relish products represents an exciting time for us at Mizkan Europe. Relish sales have dropped off in recent times with the products seemingly losing some of their relevance, so now is a perfect opportunity to start targeting the consumer at point of purchase.

“We are very much looking forward to consumers relishing the summer months with our new products for their BBQs and picnics, and, in turn, seeing our segment grow.”

From the 12 June the campaign is also set to include digital activity in the form of a proximity texting campaign with responsive and weather activated media, aiming to prompt purchase close to store; while Weve and Facebook will also feature temperature activated creative that will remind consumers to buy the products when the weather is hot.

Media planning for the campaign was handled by UM London.

Europe Branston

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