FDBusiness.com

Vinegar brand Sarson’s has launched a limited-edition retro bottle for “chip lovers”, which will be adorned by the brand’s vinegar-loving mascots.

The new bottle label sees the brand change its background colour from red to blue, and is decorated with imagery from artist Paul Thurlby. The 250ml vinegar bottle retains its iconic tear drop shape and aims to make the product appeal to younger consumers with the inclusion on pack of the characters Fish and Chip.

The limited-edition packaging will be available in UK supermarkets until the end of the month.

Research carried out by the brand identified the positive brand associations that the Fish and Chip illustrations generated among consumers, particularly its strong connotations of Britishness and vintage advertising.

Parker Williams was responsible for both the label design and revamped colour scheme.

Sarson’s brand manager Noa Hasegawa said: “When we debuted the Fish and Chip characters, consumers told us they loved them. We knew at once they’d work well across other parts of the marketing mix and Parker Williams did a stellar job of incorporating the illustration into our packaging. We can’t wait to see how customers respond.”

Parker Williams creative director Jo Saker added: “Sarson’s is really on to a winner with these amusing, thoroughly British characters. The classic Sarson’s malt vinegar bottle already has unmistakable packaging that has stood the test of time. It’s been a great opportunity to work on such an iconic design and celebrate our national dish too.”