For most of the British population, Branston pickle fondly reminds us of our childhoods. Whether it was in your sandwiches in school-packed lunches, slathered on a cheese cracker at Christmas or even in scrambled eggs - Brantson is a quintessential classic that evokes fond memories of our British upbringing.

Because of this classic condiment status, Branston has an awareness that many brands would kill for, but their new focus is on consideration within the marketing funnel. The modern consumer is spoilt for choice when it comes to pickles, chutneys and sauces, so they needed to get their consumer to think of Branston first when it came to shopping.

Our brief was to think outside of the box, turn the digital sales funnel upside down and drive increased consumer consideration.

After analysing their paid and organic over some time, looking closely at their consumer user journeys and monitoring their KPI’s across multiple reporting dashboards, it was clear that their digital sales funnel could not be marketed classically…but what can be these days!

The data was compelling in that once a proportion of the target audience considered the brand, sales across Branston channels were uplifted. With this information, we have revamped their social strategies and content plans to make their model more efficient and generate a better return on investment.

Our role has evolved to start identifying those people across social channels who are already open to the brand, but are also open to reconsidering it in a new light. This cohort is so large that we have broken it down into chunks, ensuring that the messaging and content is even more compelling so that we boost engagement and ultimately drive more sales for the brand.

It's early days but the results are very encouraging with increased efficiency and greater engagement. We're excited to see what's next for our ongoing partnership with Branston!