UK Vinegar brand Sarson's just launched a new campaign that encourages consumers to get creative in the kitchen by making homemade pickles. In recent years, pickling has become a popular pastime for consumers who are looking to produce their own version of store-bought products. This campaign capitalizes on the hobby by encouraging consumers to use Sarson's vinegar to create their own homemade pickles.
The Sarson’s Loves Pickling campaign is aimed at millennials who have adopted a DIY approach when it comes to food. The campaign encourages consumers to try pickling with instructional videos on the brand's website and social media. The brand is also teaming up with a popular UK food blog to promote eight different recipes that showcase the versatility of the pickling process.