Highlights
- Follows on from 2024's successful “Punch In Your Lunch” TV campaign
- In the UK, 27 per cent of gherkins are now consumed in sandwiches
- Options include pre-cut Sandwich and Burger gherkins, alongside new Pickle Bites
Empire Bespoke Foods has unveiled a major new national outdoor advertising campaign for Mrs Elswood, the gherkin brand. The high-profile campaign builds on Mrs Elswood’s successful “Punch In Your Lunch” TV campaign of 2024, and aims to grow the pickle category, especially among younger consumers.
The six-figure spend will deliver a combination of eye catching 48- and 6-sheets across more than 330 outdoor sites in busy, high-traffic areas across the UK. The campaign, which runs through July and August, is expected to reach 15 per cent of all adults and serve up 31m opportunities to see.
“While the humble pickle is enjoyed by everyone, we’re consciously targeting younger consumers, and highlighting just how gherkins can brighten up a sandwich. We know 27 per cent of gherkins are consumed in sandwiches – however only a tiny percentage of sandwiches have a gherkin,” commented Matthew Moyes, Marketing Controller at brand owner Empire Bespoke Foods.
As the UK’s #1 gherkin brand, Mrs Elswood offers a wide range of options including pre-cut Sandwich and Burger gherkins, and the new Pickle Bites, available in a variety of flavours and in handy pouches for on-the-go enjoyment.
“Introducing new shoppers into gherkins is key. Following our Mrs Elswood TV campaign in 2024, Mrs Elswood household penetration grew 6.7 per cent – we find it rewarding to see new shoppers coming into the brand and the category” added Moyes.