Branston Pickle: Taking comfort in the past to revitalise a forgotten icon

Branston, a food company, launched a campaign in the UK to modernise the brand, make it relevant again and regrow salience and sales.

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Voted the UK's most iconic brand in 1999, 20 years later, low salience meant Branston was seen as outdated, old-fashioned and risked being forgotten.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...

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