Haywards pickles launches £750k brand-building campaign with Metro

Haywards: partners with Metro in campaign to target younger consumers
Haywards: partners with Metro in campaign to target younger consumers

Haywards, the pickled vegetable brand, has today partnered with Metro for a £750,000 campaign to attract younger consumers.

The nine-month media partnership, which was brokered by UM London, is designed to make more people aware of Haywards’ products, particularly younger men.

From today, Haywards is sponsoring Metro’s football column, Oddballs. Haywards will also run press ads, cover strips, competitions and recipes in Metro, all of which are based around its "Liven up your food" strapline.

The print ads were created by Mcgarrybowen, which is the ad agency for Haywards' parent company, Mizkan Europe, which also owns the Branston Pickle brand.

The content, including the recipes and competitions, was created by Metro's in-house team.

From 21 May, Haywards is also partnering with Metro’s promotional team to offer pickle samples in venues in Leeds and London. The samples will be given out against backdrops of picnic tables and chairs, accompanied by sports and fairground games.

Two further phases of activity will run in September and November, focusing on beetroot and pickled onions, respectively, in a bid to boost sales at Christmas.

Kate Charman, brand manager for Haywards, said: "Younger generations ...  tend to see the pickled vegetable category as outdated and losing relevance, so we need to reinvigorate it to bring in and educate younger consumers."

Mizkan Europe acquired Haywards, alongside Sarson’s Vinegar, from Premier Foods in 2012 in a deal worth £41 million.

Haywards embed

0
SHARES
Comment

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs
Thousands of jobs across advertising, creative, marketing and media

Just published

Feel you're missing out?

GET THE
BRANDREPUBLIC
BULLETINS
Sign up

The Wall Blog

From our partners

3 great ads I had nothing to do with: Brian Cooper

3 great ads I had nothing to do with: Brian Cooper

3 great ads I had nothing to do with: Catherine Kehoe

3 great ads I had nothing to do with: Catherine Kehoe

A day in the life of Jozef Wallis

A day in the life of Jozef Wallis

A day in the life of Arthur Kay

A day in the life of Arthur Kay

A day in the life of Daniel Kaplansky

A day in the life of Daniel Kaplansky

Have an exciting Christmas in EC1

Have an exciting Christmas in EC1