Sarson's New Campaign Encourages Consumers to Make Homemade Pickles
Katherine Pendrill — September 5, 2016 — Marketing
UK Vinegar brand Sarson's just launched a new campaign that encourages consumers to get creative in the kitchen by making homemade pickles. In recent years, pickling has become a popular pastime for consumers who are looking to produce their own version of store-bought products. This campaign capitalizes on the hobby by encouraging consumers to use Sarson's vinegar to create their own homemade pickles.
The Sarson’s Loves Pickling campaign is aimed at millennials who have adopted a DIY approach when it comes to food. The campaign encourages consumers to try pickling with instructional videos on the brand's website and social media. The brand is also teaming up with a popular UK food blog to promote eight different recipes that showcase the versatility of the pickling process.
The Sarson’s Loves Pickling campaign is aimed at millennials who have adopted a DIY approach when it comes to food. The campaign encourages consumers to try pickling with instructional videos on the brand's website and social media. The brand is also teaming up with a popular UK food blog to promote eight different recipes that showcase the versatility of the pickling process.
Trend Themes
1. Home-based Food Production - The popularity of at-home pickling is indicative of a trend of an increasing number of consumers taking a DIY approach to food production which can lead to opportunities for new services, tools, and technologies dedicated to addressing this market.
2. Social Media-based Campaigns - Campaigns like Sarson's Loves Pickling that are centered on interactive elements such as videos with step-by-step instructions and partnering with influencers to promote recipes are a trend that brands across various industries are adopting to engage with younger audiences.
3. Collaboration with Food Bloggers - Partnering with food bloggers with sizable audiences, as Sarson's has done, is a trend that many brands are adopting in the food and beverage industry as a way to increase brand awareness and tap into influencer marketing for potential growth opportunities.
Industry Implications
1. Food and Beverage - The DIY food production trend aligned with Sarson's Love Pickling campaign is an opportunity for food and beverage manufacturers to create products that cater to this market by providing easy-to-use recipes, ingredients, and tools for at-home pickling.
2. Influencer Marketing - More and more brands, across various industries, are partnering with relevant influencers to create campaigns that target younger, social media-savvy audiences and expand their customer base.
3. Personalized Product Offerings - The increasing popularity of at-home pickling presents an opportunity for brands in the food and beverage or home goods industries to create products that cater to those who want to personalize the taste of their food and beverages.
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