To coincide with this year’s Chip Week (17-23 February), Mizkan Euro is launching a Sarson’s branded chip bag, available in fish and chip shops nationwide. There will be 100,000 bags available across the UK for a two week period, with the phrase “Your chips will love you for it” emblazoned across the front, alongside the Sarson’s logo.
Part of a wider marketing push in the run up to Chip Week, the bespoke bags – designed by mcgarrybowen – aim to remind consumers that when they think fish and chips, they should think Sarson’s. The focus of the activity will also be to harness latent love for the brand which is synonymous with chips, during the national week celebrating the fried potato favourite.
There will also be a chance to sample the product in-situ at fish and chip shops. Through the ambient marketing campaign secured by UM London, Sarson’s will also be positioned on the counter rather than behind it.
Kuni Tsukada, Sarson’s Brand Manager, Mizkan Euro said:, ‘As the authentic malt vinegar we identified Chip Week as the perfect opportunity to engage with our consumers. The bags should spark conversations whilst reminding consumers that there is no better partner for chips than Sarson’s’
Mizkan Euro will be supporting this activity with consumer media outreach, producing new chip content including recipes and drink pairing recommendations.
Sarson’s Vinegar was bought by Mizkan Euro in February 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:
Katharine Nichols, David Cohen or Matthew Clark at Eulogy!
Telephone: 020 3077 2000
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 Europe 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.