Sarson’s Launch First Major Campaign in a Decade

– Sarson’s celebrates fish and chips Friday with new ATL campaign

The UK’s number one vinegar brand, Sarson’s, today launches its first major above the line campaign in ten years.

The print ads, which will rotate on Fridays between the Daily Mail and Daily Express until December 12th, feature two new characters that were created by its agency mcgarrybowen and illustrated by Paul Thurlby.

The brand is investing nearly a quarter of a million pounds over the next 18 months in the retro styled ads which aim to remind consumers of the joys of Fridays and its traditional fish and chip supper – harnessing the association of the meal with vinegar to create the perfect end-of-week dining experience.

Noa Hasegawa, Sarson’s Brand Manager, Mizkan Euro said:, “We’re really proud of our new adverts and we hope they spark conversations whilst reminding consumers that this end of the week treat is only complete with Sarson’s.  As everyone recalls…’It has to be Sarson’s’ with your chips!!”

The campaign builds on existing PR activity aiming to remind consumers how much they love this great British brand and ties in with all ongoing activity that includes recipe development and the creation of a brand new website.

The Malt category is under pressure from rising popularity of Speciality and Balsamic vinegars and as brand leader Sarson’s is keen to maintain its relevance with current as well as encourage a younger user.   By getting Britain to bring their much loved iconic Sarson’s bottle out of the cupboard and onto the table it is looking to make Sarson’s the brand of choice to complement the fish and chip occasion offering a tangy sharpness to counter the richness of the meal.  Sarson’s currently enjoys high brand awareness (87%)* and is found in 23.9% of all UK Households **

Sarson’s Vinegar was bought by Mizkan Euro in July 2012, as part of the £41 million acquisition of a number of Premier Foods’ brands including Haywards pickled vegtables and Dufrais.

For further details please contact:

Matthew Clark at Eulogy!
Telephone: 020 3077 2000

  • * Source: Mizkan  brand tracking study Jan 2014
  • ** Source: Kantar 17th August 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 and supplier in the world. Headed by Kazuhide 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 Pickles 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.