From the barrel...to the shelves...to the big time!

New York Deli Pickle is a start-up pickle brand, fresh from the factory of a family-run pickle company.  A random meeting at the Horman's Best (the "barrel brand" from the same family) farm stand led us to this amazing client.

Imagine

When the Horman family came to us, they had a logo, four amazing pickle varieties, a manufacturing plant, a great sales rep., and a dream.  They needed to get into stores—fast.  And then, once in stores, they needed the pickles to fly off the shelves and into consumers' refrigerators.

Focus

We created a full range of sales materials—soup to nuts (or more accurately, cuke to brine!)  We created a fully-integrated marketing plan, a sales kit, an in-store display, a tent and life-size "Pickle Guy" for outdoor festivals, a consumer "mini-menu," e-newsletters, promotional concepts, press materials, a database system, and a full-blown social media strategy—including an online collaborative cookbook ("Pickle Power to the People").  We even recruited and trained a "pickle posse" to work the stores throughout the NY area, giving out samples and enticing shoppers to buy.

Buzz

Talk about "rolling out the barrel!"  The new brand was featured in the New York Times, The Wall Street Journal, Newsday, Westchester Magazine, News 12 Long Island, a range of local media (including The Patch), and was the talk of many towns, as food bloggers and Facebook posters raved about the pickles—in NY, NJ, LI, and CT.  Consumers outside the tri-state area are now pleading for their pickles. 

Profit

Pickles (traditionally a spring/summer food) have been flying off the shelves throughout the seasons.  And the press mentions must be making the common cuke green with envy.  Brine on, pickle guy!