Mrs Elswood comes out with first ATL TV campaign

The Mrs Elswood gherkin brand, part of the Empire Bespoke Foods portfolio, is launching its first TV advertising campaign on 22 January, highlighting how a humble gherkin can supercharge lunches up and down the country.

Mrs Elswood’s TV advertising campaign is designed to show families just how gherkins really can put “some PUNCH in your lunch.” With one-in-six working people spending their lunch breaks at home, the campaign is set to inspire them to include gherkins to brighten up the lunchtime occasion.

Mrs Elswood has been pickling cucumbers for 75 years and, with more than a 20 per cent value share of the total category, it is the nation’s most-loved gherkin brand.

The six-figure creative campaign kicks off across TV and paid digital, including ITV Good Morning Britain on 22nd January 2024. It will be supported by social media through Mrs Elswood’s presence on Instagram and Facebook.

The TV campaign sees people at home preparing their lunch, whether a sandwich, salad or burger, with the hero ingredient front and centre – Mrs Elswood gherkins. Each person takes a bite and is literally “hit” by the “whole mouth feeling” only a gherkin can deliver. The campaign’s irreverent visual style and energetic voiceover demonstrate how Mrs Elswood gherkins liven up anything with which they are paired.

“Several things have aligned in recent years that suggest the humble gherkin is poised for strong growth,” said Matthew Moyes, Marketing Controller. “Increased home working has millions peering into their fridges at midday wondering how to liven up their lunches.

“The health mega trend sees vegetable snacking well placed. With 6.8 billion sandwich occasions in the UK each year and only 0.4 per cent of those containing a gherkin – there is clearly massive space for category growth.

“Through our campaign, we want to bring the personality and fun of Mrs Elswood to life and remind shoppers just what the humble gherkin can do to a sandwich, a salad or a burger.”