Branston will be sampling at the Battle Proms and Folk by the Oak this summer, to raise awareness of its chutney range and its use in the traditional British picnic. The sampling series, using the Branston Pickle van, will run across the country in July and August and is being staffed by brand ambassadors supplied by Woof.
The sampling activity consists of five Battle Proms concerts, the UK’s premier picnic concert series, and an appearance at Folk by the Oak, a one day festival at Hatfield House in London. According to consumer research by Branston, 24% of the UK currently include Branston Pickle in their picnics and this activity aims to also drive association for Branston Chutney with the meal occasion.
The brand will amplify the activity through targeted social media and by offering VIP tickets to the music events through social media competitions. Attendees will also have the opportunity to sign up to receive digital coupons to get money off their next purchase of Branston, extending the longevity of the campaign.
The Branston Chutney range launched for Christmas in 2014 and is the fastest growing chutney in the category, with 84.7% growth year-on-year.
Jonathan Jones, Branston assistant brand manager said; “We want to extend the chutney eating occasion from a Christmas cheeseboard into the summer months by demonstrating how well they work for picnics. The picnic concerts have a discerning picnicker attending and we can’t wait to show them how they can make their hampers special with Branston.”