Pickle Brand Mrs Elswood Appoints Kitchen as Lead Creative Partner

Mrs Elswood, the category leading pickle brand and part of the Empire Bespoke Food portfolio, has appointed Kitchen as lead creative agency after a competitive creative pitch handled by Phil Edmonds of Catalyst. 

Mrs Elswood has been pickling cucumbers for 75 years and with a 25% value share of total category, they are the nation's number one gherkin brand.

Following a brand and packaging revamp in 2022, Mrs Elswood has tasked Kitchen with developing a big idea that can grow the category of pickled gherkins. Giving the brand a much needed attitude and brand position to help make them relevant to new shoppers.

The creative campaign kicks off across TV and paid digital in January 2024. 

Matthew Moyes, marketing controller, Empire Bespoke Foods added, “Pickles are pretty humble, simple things but the Kitchen team put their heart and soul into the pitch. With their razor sharp articulation of the strategy, complete synergy with the media agency and first class creative ideas, I can’t wait to see where they take us.”

Vaila Robertson, head of strategic planning, Kitchen added, “Mrs Elswood is a heritage brand with big ambitions and a brave and bold client to match. We are so excited about the fun we are going to have working with them and being part of their success - an absolute dill-light!”