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How a hit of home comforts took Branston Pickle from forgotten to famous once again
RAN IN: UK
By 2019, the once iconic Branston Pickle was suffering a steady decline of both penetration and sales, and years of advertising had failed to prevent dwindling salience. With its main usage occasion – sandwiches - also declining, Branston was being forgotten.
Set against pandemic-induced uncertainty, we doubled down on tried and tested advertising strategies in order to unlock latent love for Branston and take it from forgotten to famous again.
Our ‘hit of home’ campaign achieved record levels of word-of-mouth, a rise in volume sales, a rise in value sales, and the highest ROI since 2017.