Branston Brings Back Its Catchy ‘70s Jingle in New Advertising Campaign
Iconic British condiment brand Branston is launching a new TV and social campaign, bringing back its much-loved ‘Bring Out The Branston’ slogan from the ‘70s.
A beloved household staple, Branston triggers nostalgic memories of childhood sandwiches and lunch boxes, from the schoolyard to the office - its tangy hit and crunchy texture are known to liven up any mealtime. The pop of the lid and dollop of that tangy sweet pickle transports us to moments of complete comfort. However, with an array of new sandwich condiments launching monthly and a new generation who haven’t grown up with Branston, this loved brand has become increasingly back of mind and stuck in the back of cupboards. It’s time for Branston to take its rightful place as the king of condiments in people’s mealtimes once again.
After conducting a piece of research into consumers’ memory structures, it was revealed that Branston’s catchy jingle, which was last used in advertising in the ‘70s, was one of the most memorable in Britain. The iconic pickle brand knew it was time to bring it back and remind Brits of their love for the product, while modernising it for a new generation of Branston lovers to get hooked on.
The 30” and 10” launch TV spots, created by Wonderhood Studios, show how only Branston’s unique and punchy hit of flavour can save a bland snack or dry lunch from disaster. The humorous spots were directed by BAFTA-nominated Andrew Gaynord and feature different foods telepathically communicating with people to lure them in and slather them with a generous dollop of Branston pickle and piccalilli. The campaign launches with two scenarios – a man trying to resist the urge to be lured in by a bland sandwich in the office, and a dry leftover bun crying out to a woman to “piccalilli me.” Both scenarios and talking snacks are voiced by comedian Jamie Demetriou.
Guy Hobbs, joint executive creative director at Wonderhood Studios, said: "Historically, the desires of sandwiches have remained largely unstated. We’re proud to finally give the nation’s sandwiches a voice and remind everyone that all food really wants from us is a hit of Branston.”
Angharad Wilson Dyer Gough, Branston senior brand manager said: “Branston has a special place on Britain’s kitchen tables. Passed from generation to generation in lunch box sandwiches and Christmas cheese boards, always bringing the iconic tang and texture it’s known for to liven up mealtimes. After celebrating its 100th-anniversary milestone in 2022, the brand is continuing to bring out the Branston with our new TV advert this year that places a revitalised brand jingle at the heart of it. Showcasing our sweet pickle and piccalilli products, no matter how bland that sandwich or dry those leftovers are Branston will be there to liven it up!”
The campaign, launching Thursday June 1st, is Branston’s biggest media investment in three years and will air in the Britain’s Got Talent final and Love Island. As well as TV, the campaign is running on ITVX's new Matchmaker data offering, YouTube, Instagram, Facebook and TikTok. Media planning and buying was handled by independent media agency Bicycle.
