Haywards bring pickle roulette to the Nation

Haywards, the British pickled vegetable brand, has been inviting consumers to taste the tang with ‘Pickle Roulette’.

The nine day sampling activity brings to life the new revolutionary on-pack ‘tang-o-meter’ that has been created to demystify the pickled vegetable range. The sampling includes a game which gives consumers the opportunity to taste the new and improved flavour range, in a fun and innovative way. It is a new take on consumer sampling, creating a huge game of roulette to allow shoppers to pick the perfect pickle for them.

The pickled vegetable brand will amplify the activity with a series of videos documenting people’s first hand reactions to the new flavour strengths. Haywards is embracing digital and creating content that aims to appeal to a younger consumer, whilst encouraging them to share their discovery of the tangy taste of pickled vegetables. The tour will stop off in Southampton (13^th-15^th November), Manchester (27^th 29^th November) and Birmingham (11^th-13^th December)

Kate Charman, Hayward’s brand manager at Mizkan Euro said: “By bringing the tang-o-meter to life through ‘Pickle Roulette’ consumers can discover the versatility of Haywards Pickled Vegetables. We wanted to bring the game, and the flavours, to as many people as possible, in a fun and interactive way. Targeting consumers in shopping centres is the perfect way to showcase the versatility of Haywards products during a key season for the brand.”