This radio spot is part of a campaign that is now in its second year—a campaign that turned a failing brand into a regional powerhouse. The promise is that the pickles in our jars get consumed fairly quickly, unlike other brands that get pushed to the back of the refrigerator. Each of the six spots in the campaign is built around an individual trying to get the last pickle out of the jar, as brought to life by a different style of music. And the fork the individual is using becomes one of the instruments in the song.