Branston, one of the UK’s best loved brands, today announces the roll-out of digital Out-of-Home advertising at Waterloo Station in time for National Sandwich Day.
The ads will be featured at Waterloo Station on its new 40 meter long digital screen on 3rd November, which will run over the course of the entire day and will feature a progressive sandwich build made special by a dollop of Branston. Each ingredient is layered to create four phrases associated with the brand; “Make it Special” “Make it, Take it” “Get Making” and “Happy Making”. The launch of the ads are part of a £1.9m Branston brand campaign which runs from November through to February 2015.
The ads are designed to fit into the existing brand messaging of “Make it Special, Bring out the Branston” but will also look to inspire London commuters when it comes to their lunch on-the-go, and further cement the brand’s strong affinity with sandwich making (nearly 1 in 5 consumers said Branston makes a sandwich special).
The creative will be supported by on-site sampling conducted from a special Branston sandwich van. On average 1 million people come through Waterloo station a day2, and Branston is hoping to encourage these commuters to rediscover Branston pickle on their sandwiches.
Victoria Adams, Branston Brand Manager at Mizkan Euro, said: “It’s been an exciting year for Branston. We have had a number of new product launches as well as investing significantly in an increased media presence. These Out-of-Home ads feel like a natural progression of that.”
Branston is the market leader in sweet pickle, with 86.3% market share, and recent research has crowned a cheese and pickle sandwich as the nation’s favourite! With the creative we have really emphasised the Brits’ love of Branston and how pickle can make any sandwich special and improve those packed lunches that commuters will be travelling with.”
Executive Creative Director, Paul Jordan at mcgarrybowen commented: “This campaign celebrates the Great British sandwich, those homemade masterpieces which are made even more special by the addition of Branston pickle. We hope we can use National Sandwich Day to inspire even more people to make more sandwiches, with more Branston Pickle. “
Branston was bought by Mizkan Euro in February 2013 as part of the company’s £92.5m acquisition of Premier Foods’ sweet pickle and table sauces business.
For further details please contact:
Matthew Clark at Eulogy!
Telephone: 020 3077 2000
1 Brainjuicer 2014
2 JCDecaux Rail
3 Kantar World Panel, 52 w/e 13th September 14
4 OnePoll 2014
About Mizkan Euro
Mizkan Euro is the European subsidiary of Mizkan, a privately-owned, Japanese business started in 1804, which is the number one Sushi seasoning supplier in the world. Headed by Kazuhide Matazaemon Nakano VIII, Mizkan is a global business with over 210 years experience in producing high quality products. Mizkan Euro has continued this worldwide trend of producing high quality foodstuffs by adding Branston Pickle, Haywards Pickled Vegtables and Sarson’s Vinegar to its portfolio of brands as part of its growth plan, cementing its position as pickles and chutneys, relishes and vinegar category experts in Europe.
– David Gill
– Sean Freeman
– Brand Manager: Victoria Adams
– ECD: Paul Jordan
– ECD: Angus Macadam
– Creative: Charlotte Watmough
– Creative: Holly Fallows
– Head of Design: Jim Bletsas
– Designer: Frank Thiruchelvam
– Executive Planning Director: Kevin Chesters
– Planning Director: Nicole Kirkland
– Planning Executive: Rhonwen Lally
– Business Director: Robbie Black
– Account Director: Susan Lawlor
– Account Manager: Nicole Avery
– Sarah Macadam
– James Farmer