Sarson’s has been craft brewing vinegar for over 230 years and to reach a new generation, the brand synonymous with fish and chips launched Dip & Drizzle to enhance a wide range of dishes. The heritage brand worked with Robot Foot to create a bold, expressive identity to connect with a younger demographic and their eating preferences. Dip & Drizzle's tangy sauces are available in Smoky BBQ, Original Malt and Zingy Garlic varieties.
The condiment brand proudly distinguishes itself with an identity crafted around the vibrant tanginess that sets its products apart. As such, the brand is introducing its bold flavors to the world with the Turn up the Tang campaign. “The goal was to create an eye-catching campaign that helped consumers reconsider Sarson’s for more occasions than just their chippy tea," said Julia Allan, Senior Designer at Robot Food.
What's Driving This Trend
- Flavor-enhanced Condiments
- Introducing bold, intense flavors to traditional condiments like vinegar captures adventurous taste seekers.
- Targeted Youth Marketing
- Crafting vibrant, expressive identities for legacy brands revitalizes appeal to younger demographics.
- Multi-use Food Products
- Promoting condiments for various dishes expands their usage beyond traditional pairings.
Who This Affects Most
- Food and Beverage
- The creation of innovative condiment flavors can disrupt traditional market expectations.
- Marketing and Advertising
- Using bold and expressive campaigns to rebrand heritage products draws attention to new consumer bases.
- Consumer Packaged Goods
- Developing multi-use products increases consumer perceived value and product versatility.
