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Branston Pickle and Pilgrims Choice partner up for summer sampling

Friday May 15, 2015 at 10:51am
Branston Pickle and Pilgrims Choice cheddar are to be jointly promoted in a campaign running throughout 2015, featuring social media activity, targeted shopper engagement and a nationwide sampling campaign. The Branston brand was acquired by Japanese vinegar and condiments giant Mizkan in 2012 and recently saw a chutney added to the iconic Branston Pickle range. Pilgrims Choice is currently the UK’s number two Cheddar brand. The sampling campaign will be activated in-store at a number of major-multiple retailers throughout 2015 as well as at key UK events via the Branston ‘Summer of Sampling’ campaign. Simple, everyday seasonal recipes will also be created and supported through a joint PR and social media programme. Mike Harper, Pilgrims Choice Brand Director, says: “Both Pilgrims Choice and Branston share similar brand values and consumer heartlands, have strong prompted awareness – Pilgrims Choice at 92% and Branston at 89%. These powerful complementary attributes, we believe, will provide an excellent platform from which to engage consumers in a fun, credible and compelling way.” Lorna Kimberley, Head of Marketing, Mizkan Euro, comments: “Our products share the same usage occasion, the mighty sandwich, so working together is a natural fit. Our main objective through this partnership is to drive frequency of purchase of both brands. We know the nation favours a cheese and pickle sandwich and we’ll highlight they’re at their best when you invest in quality products.”
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