Pickles With Personality

Baxters is a household name in beetroot, but the brand has bold ambitions to own the wider pickle category in the UK.

With new products launching into high-growth areas like gherkins, kimchi and sauerkraut, they turned to us to help them grow awareness and sales. We wanted to show aspirational cooks how Baxters pickles can bring restaurant-level flavour to homemade meals.

Our role was to create and deliver a paid social campaign, pulsing across three key bursts, each heroing a new product launch. The first burst, Sweet Onions, ran from December 2023 into January 2024.

Baxters faced a double challenge:

The target? Aspirational cooks, people who experiment with flavour, love new ingredients, and want restaurant-level meals at home.

But with the cost-of-living crisis biting, many were trading down on store cupboard staples.

Our brief was to show this audience that Baxters pickles aren’t just better, they elevate meals to a whole new level. We had to do it in a way that was disruptive, highly engaging, and performance-led across Meta and TikTok.

We developed a bold new positioning:

“Pickles with Personality” that was playful, bursting with colour, flavour, and contrast. We paired vibrant jars with neutral “everyday” food to create a clear before-and-after transformation.

Our suite of social films, each heroed a different pickle and its unique personality: tangy, sweet, zingy. These were adapted for multiple cutdowns and formats.

A full-funnel approach included: