A girl settles into her new life away from home in this touching campaign for Branston Pickle

First work from Wonderhood steers clear of the pandemic, however

Published On
Nov 30, 2020

Editor's Pick

A touching new campaign from Branston Pickle, the relish beloved of many Brits, focuses on a girl who moves away from home to start a new job and her parents who are determined to keep in touch with her.

The spot, the first work from Wonderhood Studios for the brand, now owned by Japanese company Mizkan, shows the girl moving into her new apartment and starting a job, and at first ignoring the many voicemail messages from her parents checking to see if she's OK. However, she finally comes to appreciate them when they send a care package including a jar of Branston Pickle. 

The ad, sensitively directed by BAFTA-nominated director Charlotte Regan via Knucklehead, centers around the idea that  parents are generally much better at keeping in contact with us than we are at keeping in contact with them and as such, it will probably strike a chord with many who have been through that experience.

However, the spot doesn't reference the pandemic, and its scenes of busy offices and bonding with co-workers might seem a little odd in 2020. In its defense, Wonderhood's team said in an email to Ad Age: "We wanted to launch the new Branston platform in a way that didn't feel completely insensitive to the pandemic but didn't dwell on it either, and this narrative naturally allows us to do that. When you boil it down, the creative is about being away from home and apart from loved ones - a concept that's especially true now but will still be relatable in post-COVID times."

Although it might not seem like it, the ad was also shot in a COVID-secure way, with talent two meters apart, and wearing PPE until just before takes. 


Nov 30, 2020
Client :
Branston Pickle
Agency :
Wonderhood Studios
Founder & Chief Creative Officer :
Aidan McClure
Founder & Chief Operation Officer :
Alex Best
Founder & Chief Strategy Officer :
Jessica Lovell
Creative Director :
Jack Croft
Creative Director :
Stacey Bird
Agency Producer :
Nikki Holbrow
Planning Director :
Nick Exford
Planner :
Ellie Sherrard
Director of Data Strategy :
Jack Colchester
Account Director :
Alex Austin
Account Manager :
Eddy Yan
Account Executive :
Sham Shakil
Production Company :
Director :
Charlotte Regan
Robbie Ryan
Producer :
Francis Mildmay-White
Editor :
Owen O'Sullivan
Edit :
Marshall Street Editors
Colorist :
Dave 'Luddy' Ludlam
Music Composition :
Patrick Jonsson
Sound :
Enos Desjardins
Sound :
Dugal MacDiarmid
Sound :
Media :
Bountiful Cow

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