Branston gets out of a pickle

With all sort of condiments now available to consumers - from truffle sauces to salsa spreads - the classic tangy taste of Branston pickle has sometimes been relegated to the back of people's minds... and cupboards. 

But this new campaign created by Wonderhood Studios and directed by MindsEye's Andrew Gaynord aims to change all that. After conducting a piece of research into consumers’ memory structures, it was revealed that Branston’s catchy jingle, which was last used in advertising in the 70s, was one of the most memorable in Britain. The iconic pickle brand knew it was time to bring it back and remind Brits of their love for the product, while modernising it for a new generation of Branston lovers to get hooked on.

The 30- and 10-second launch spots [above and below], each with a voice over by comedian Jamie Demetriou, show how only Branston’s punchy hit of flavour can save a bland snack or dry lunch from disaster. "Historically, the desires of sandwiches have remained largely unstated," said Guy Hobbs, Joint Executive Creative Director at Wonderhood Studios."We’re proud to finally give the nation’s sandwiches a voice and remind everyone that all food really wants from us is a hit of Branston.”