Campaign details
Brand: Branston PickleAgency: Wonderhood Studios
Executive summary
Branston was in a pickle. After nearly 100 years, Branston was declining in salience and penetration. Its main usage occasion – sandwiches – was shrinking. Meanwhile, other more versatile condiments like mayonnaise were growing, stealing Branston's lunch (and shelf space).
Voted the UK's most iconic brand in 1999, 20 years later, low salience meant Branston was seen as outdated, old-fashioned and risked being forgotten.
Our objective was to modernise Branston, make it relevant again and regrow salience and sales.
To achieve this, the team had to make some...