It is a sad indictment of modernity that, in the highly competitive world of condiments, young British people favour inferior accompaniments to their cheese sandwiches, such as mayonnaise and ketchup. The poor ignorant fools. It’s a hard fact that Branston Pickle complements cheese more beautifully than any other condiment could possibly comprehend. With no budget, how the deuce does one introduce the condiment of kings into the hearts and minds of younger, pickle-ignorant consumers? As Branston complements cheese so perfectly in sandwiches, what better way to get noticed than for Branston to compliment cheese at every possible opportunity online?

Traditionally, Branston-ophiles tend to be among the older, wiser demographic of Britons. We wanted the phrase Branston Compliments Cheese to be on the lips of the young sandwich makers of Britain. By complimenting any mention of cheese in a social media with our ever-so-polite tone of voice, we were able to make this simple message lodge in the minds of even the most Swiss cheese-brained young person. Furthermore, our unique approach of championing a product (cheese) rather than ourselves, meant users didn’t feel like they were being sold to, thus making our engagement levels ridiculously high for a humble FMCG brand.

It seems that everyone is fond of a compliment. We created over 1.6m highly complimentary impressions on Facebook and Twitter with a laughably small budget. Ha ha ha. Despite being a brand, and 99% of our tweets being unsolicited, there was an unprecedented response rate. 39% of all tweets struck up a cheese conversation, creating a new wave of Branston lovers. All of this was achieved without ever physically promoting the product, itself. (That would be vulgar). With ‘being nice to people’ our only investment, the return will undoubtedly be impressive.