Robot Food Turns Up the Tang with Sarson’s

Robot Food has partnered with Sarson’s to bring the world of tang to a new generation through an omnichannel advertising campaign, brand world toolkit and packaging design.

Synonymous with traditional fish and chips, Sarson’s has been craft brewing its own unique brand of vinegar for over 230 years. To establish a deeper connection with a new generation of vinegar lovers, Sarson’s has launched ‘Dip & Drizzle’ – a new versatile sticky vinegar sauce, that can be added to a variety of dishes.

This new product innovation signals a new dawn for the heritage brand. Robot Food were briefed to review its distinctive assets to create an expressive brand world that helps to connect with a younger demographic and provide a creative solution that reflects a contemporary way of eating.

With their rich history and centuries worth of craft brewing knowledge, Sarson’s has created a truly distinct and memorable flavour experience. So Robot Food maximised this, tapping into popular food trends that celebrate hard to describe taste profiles, such as pickles, to appeal to a modern audience.

Turn up the tang

As part of the new masterbrand positioning, Robot Food identified ‘tang’ as a key idea for the brand to own. This was expanded across the full brand toolkit and packaging design to bring to life the visceral experience of ‘tang’ across all brand assets and communication.

The brand world celebrates bold flavour with bright poppy colours, textures, expressive patterns and language that helps consumers understand that ‘tang’ is a taste to be celebrated. Working alongside the brand team and media partners Bicycle, this was then extended further into an omni-channel advertising campaign: ‘Turn up the Tang’.

“The goal was to create an eye-catching campaign that helped consumers reconsider Sarson’s for more occasions than just their chippy tea”, says Julia Allan, Senior Designer at Robot Food. “Dip & Drizzle is so versatile and really transforms the everyday into something more exciting. We wanted to bring the experience of being surprised and delighted to life. This is big, bold flavour and we needed a brand attitude to match”.

Flavour you can feel

Adapted across TV, social and DOOH, the nationwide omnichannel campaign features dramatic in-the- moment reactions to tasting Dip & Drizzle, paired with foodie favourites. The energetic visuals include dynamic typography, bright backdrops and propping, and hero a variety of different meals to showcase the versality of the product – from drizzling on pizza to dunking chicken wings, complimenting a salad or zhoushing up veggies.

Jess Cook, Client Director at Robot Food shares; “Tang can be hard to explain. But with the trust from the Sarson’s team, we took the theme and ran with it, celebrating tanginess in all its glory. By leaning into tang, we’re able to celebrate its uniqueness and help consumers understand it’s not something you’ll be passive about – it’s flavour you can absolutely feel.”

Katy Holder, Head of Vinegar at Mizkan adds; “2024 is an iconic year for Sarson’s, as we celebrate our 230th Anniversary and launch our first true innovation, Dip & Drizzle. After Robot Food created our brand toolkit and beautiful packaging design you see today, we have continued to partner with them to bring our new identity to life in our omnichannel campaign. The energy and passion that Robot Food brings to their work and in turn, the brands they work on, is contagious.”

The campaign is live nationally throughout June across a range of digital out of home sites, linear TV, video on demand and Sarson’s social channels. Sarson’s Dip & Drizzle is available in two flavours; Tangy Malt and Zingy Garlic at Tesco, Iceland & Ocado – and soon to launch in Morrisons and Sainsbury’s.

Source: Robot Food

  Campaign, Food, Marketing, Mizkan, Packaging Design, Robot Food, Sarson’s