Sarson’s – the UK’s number one vinegar brand* – has partnered with farmer and TV presenter Jimmy Doherty for a six-month campaign which highlights the quality and craftsmanship that goes into every bottle.
Sarson’s is working with Doherty, a pioneer of quality British ingredients, to showcase the expert craftsmanship involved in the production of the famous vinegar. Sarson’s malt is uniquely matured for seven days in traditional wooden vats made from oak and pine. It is this process that gives Sarson’s its distinctive taste, a flavour that has not changed for over 200 years.
The partnership will be supported with a multi-channel brand campaign launching this September through OOH, print and digital advertising that highlights the distinctive process that goes into every bottle of Sarson’s malt vinegar. The activity is expected to deliver 111 million impressions across all media by early 2018.
Throughout the partnership, Doherty will be creating content with the brand to run across digital and social channels as well as PR activity, which includes hosting educational media events. Doherty has also developed three recipes using Sarson’s which are easy for consumers to make at home, demonstrating the versatility of the product for cooking.
Jimmy Doherty, Brand Ambassador for Sarson’s, says: “Quality and heritage are so important to me when it comes to the ingredients I grow and use. If you don’t take the right time and care, you will end up compromising on taste. This is why I am excited to be working with Sarson’s on this campaign and why I certainly wouldn’t splash anything else over my chips!”
Sonia De Vito, Senior Brand Manager at Sarson’s, says: “With our joint passion for craftsmanship, working with Jimmy is a natural fit for Sarson’s. Jimmy’s commitment to championing the highest quality British produce rings true to the Sarson’s brand and what we want to communicate through our latest campaign.”
Doherty is a British farmer and TV presenter. He currently stars on consumer shows “Food Unwrapped”, produced by Channel 4 and “Jamie & Jimmy’s Friday Night Feast” with his childhood friend Jamie Oliver.