Branston’s sampling tour will remind consumers up and down the UK that cheese and Branston make the perfect partners

Branston, the nation’s favourite pickle brand*, has unveiled its UK sampling tour activity for 2018, as part of a wider marketing initiative to reinforce Branston as the perfect partner for cheese. The activity will amplify the success of the brand’s ‘Please The Cheese’ campaign and bring Mr. Cheddar, the down to earth hero of the TV ad, to life. At each event, Mr. Cheddar will greet consumers with samples and tap into the nation’s love affair with cheese by encouraging them to pose and upload photos on Instagram using the #PleaseTheCheese hashtag.

The campaign, now in its second year, champions the perfect pairing and aims to remind a nation of cheese lovers that the only thing better than cheese, is cheese and pickle. Its objective is to recruit new users for the brand, whilst re-igniting the love for Branston Pickle amongst past and current users.

The tour will take place at 11 events and 12 supermarkets and comprises of 39 live activities across the UK. Key dates include Lambeth Country Show in London (21-22 July), Bristol Balloon Fiesta (9-12 August) and Bournemouth Air Festival (30 August-2 September) and will reach more than two million consumers in total.

At the events, consumers will be able to try different products from the Branston pickle and chutney ranges, accompanied by Cathedral City cheese and Jacob’s crackers from the Branston sampling van. With up to 5,000 samples distributed per day, Branston’s sampling activity aims to recruit a new generation of pickle lovers by reminding them of the delicious taste combination of cheese and pickle.

Nisha George, Senior Brand Manager at Mizkan, says: “It’s no secret that we’re a nation of cheese lovers and Branston makes a great accompaniment to all cheese-eating occasions. We wanted to bring this association to life in an impactful way to reconnect with our loyal customers, engage a host of new ones and to invigorate the pickle category nationwide.”

At the events, Branston lunchboxes, key rings and goodie bags will be handed out and consumers will also be given recipe cards, Branston dip pots and money off coupons to make the most of their love for pickle at home.