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 Pickle Agency: 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 l