Half of all jars will have a new label reading ‘Bring out’, replacing the traditional ‘Branston’ so that when on shelf, the jars will read ‘Bring out (the) Branston’.
For minimal financial investment covering artwork redesign and clever printing to mix up the designs, the two new front labels aim to increase the average basket purchase from one to two jars, as consumers buy the special-edition Branston Pickle labels to enjoy the ‘Bring out (the) Branston’ humour at home.
A spokesperson told Packaging News this is Mizkan Europe’s first product revamp for Branston and the first time that they have undertaken an activity like this.
Lorna Kimberley, marketing manager of Mizkan Europe, said the post-Christmas period is a tough one for any food brand, with sales typically down and a lot of effort has to be expended in order to captivate consumers.
“Our ‘Bring out’ labels are a fun and novel way to engage our consumers while underlining the core ‘Make it Special’ message of the brand. We are investing heavily in supporting Branston over the next year through lots of different media – our TV campaign launched for Christmas and our Facebook page has grown to over 26,000 likes in the space of a month.”
Branson Pickle was bought by Mizkan Europe in February 2013 for £92.5m as part of its acquisition of Premier Foods’ sweet pickle and table sauces business.
