Getting Britain pickling with Sarson's

Sarson's, a British vinegar brand, created a YouTube video series on pickling the most searched-for ingredients in order to engage millennials and boost sales.

Executive Summary

Sarson's is the UK's favourite vinegar, but we're using it less often and one bottle lasts forever. To boost falling sales, Sarson's wanted to get people pouring vinegar, not sprinkling it, so they'd buy more of it, more often.

We saw an opportunity for Sarson's to tap into the latest food trend: pickling. Traditionally, 75% of Sarson's customers are over 45, but we discovered a new, younger target audience of millennials aged 20 to 45.

We needed perfect timing, so we chose an autumn campaign to hit peak pickling season. We made 15 short videos for the Sarson's...

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