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Generations have been built on cheese and Branston pack lunches, but the loved brand was disappearing to the back of the kitchen cupboard. So this campaign leveraged powerful feelings of trust and familiarity. All it takes is a whiff of pickle or a glance at that iconic packaging to send us right back to our childhood and a warm hug from our parents. The campaign generated the highest word-of-mouth in Branston’s recorded history, huge brand image shifts, and revitalised salience and sales, reversing the brand’s sales decline vs. 2018 to a positive uplift of 11% in 2020.