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Haywards Pickles biggest brand investment in 35 years

Friday April 25, 2014 at 3:12pm
Haywards, the UK’s leading pickled vegetable brand, has launched a nine month media partnership with free paper Metro, including experiential and sampling. The activity, based around Haywards’ tagline ‘liven up your food’, is designed to increase brand awareness and penetration of the pickled vegetable category with a younger, more male focussed audience. Starting with sponsorship of the Metro’s Oddballs football column this week, the partnership will run in three phases until the end of December 2014. All three phases will involve a broad range of branded content throughout the paper, including competitions and recipe suggestions, as well as press ads and front cover strips. Brokered by UM London, the media spend is over £750,000. The first phase will include a sampling campaign kicking off in London and Leeds on May 21st, to liven up consumers’ lunches with sports fun. The sampling, undertaken by Metro promotional teams, will see chefs inspire customers with delicious recipes and simple, yet tasty ideas for how pickled vegetables can liven up every meal. The aim is to show Haywards’ versatility as a cooking ingredient. There will be picnic style tables and chairs, as well as sports and fairground games to participate in at the selected venues. The second phase of activity will begin in September and focus on beetroot, with the third and final phase commencing in November around pickled onions. This media partnership will again encompass a range of content, competitions, and sampling activity. Kate Charman, Haywards brand manager, Mizkan Europe, says: “Consumers have a tendency to know what they like and will often buy and cook the same thing again and again. Younger generations also tend to see the pickled vegetable category as outdated and losing relevance, so we need to reinvigorate it to bring in and educate younger consumers. Pickling is a big trend, with many restaurants offering pickles on their menu, so clearly there is an appetite for these products. This campaign will encourage consumers to step out of their food comfort zone and turn the bland into brilliant!” Haywards is owned by Mizkan Europe, a subsidiary of Mizkan, a Japanese company which is the number one Sushi seasoning supplier in the world. Mizkan also owns Branston Pickle and Sarson’s Vinegar.
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