Food lovers converged recently at The Great Gherkin Soirée held at The Sterling Bar, in The Gherkin, London. Hosted by Mrs Elswood - the UK's No 1 Gherkin brand, the event attracted the attendance of over 40 guests from the world of media, food and cultural influencers, along with brand stakeholders.
The Soirée dedicated entirely to the nation's favourite pickle, was set within the iconic curves of The Gherkin. True to its invitation, which promised "an afternoon of bold flavours, good company and all things pickle, served with a side of glamour", the event turned a City of London landmark into a playful ode to the gherkin.
Mrs Elswood celebrates Gherkins
Mrs Elswood celebrates Gherkins
Guests were treated to a menu built entirely around Mrs Elswood's range, showing just how versatile gherkins are. Small plates and mains brought the gherkin further into the spotlight, with each dish finding its own way to incorporate Mrs Elswood's gherkins. The gherkin took centre stage in the glass too, with a cocktail menu built to prove its "punch" works just as well in a drink as it does on a plate. Addressing guests on the day, Mat Moyes, Marketing Controller at Mrs Elswood, spoke about the brand's journey from a 1947 boutique business to the UK's number one gherkin brand, and its mission to bring gherkins to every household.
“Despite the growing popularity of the humble gherkin, our headroom for growth is massive with only 1 in 4 households currently buying gherkins as part of their regular shop. Overlay this with consumer megatrends around health and sustainability (eg, preserving and pickling summer crop) – and pickled vegetables look set to play a much larger role in our diets. This leaves Mrs Elswood with a clear mission: to encourage shoppers to put some PUNCH in their lunch.”
Research into how Brits currently enjoy their gherkins shows sandwiches remain the top spot, with 27% of all gherkins used to elevate sandwiches, followed by burgers and salads. Beyond the classics, gherkins are also enjoyed everywhere from hot dogs, pizzas, pies and pasties to a simple pairing with cheese and crackers - proof of just how versatile the humble gherkin can be.
The soirée formed part of a wider campaign that saw Mrs Elswood take over Tube car panels across the London Underground, bringing its "Put Some PUNCH in Your Lunch" message directly to commuters. Playful, unmissable creative turned everyday tube journeys into moments of gherkin appreciation, reminding commuters that even the most ordinary sandwich or salad is one crunchy addition away from greatness.
The Great Gherkin Soirée brought that same energy to life in the most fitting setting London could offer: a venue that shares its very shape – and name - with Mrs Elswood’s hero ingredient. With The Great Gherkin Soirée, Mrs Elswood continues its mission to champion the gherkin's rightful place at the table, proving that this small, crunchy, zingy staple really does brighten up whatever it's paired with.
Further information about Mrs Elswood and its range of gherkins, is available at: www.mrselswood.com or find Mrs Elswood in the pickle aisle of all major UK supermarkets.