Household vinegar brand Sarson’s #SarsonsFryday initiative, which gives consumers supporting their local chippies the chance to win free fish and chips, is a reminder to the industry that collaborations are a vital survival strategy in the face of a looming recession, says GlobalData, a leading data and analytics company.

Hannah Cleland, Foodservice Analyst at GlobalData, comments: “Sarson’s initiative is a shining example of how different food industry sectors can provide other businesses with a much-needed boost, especially at a time when consumer confidence is falling due to soaring inflation. It is a strategy that can be applied to many other fast-moving consumer goods (FMCG) brands and restaurant channels. An obvious example includes beer manufacturers promoting the also struggling pub industry in the UK, but there are undoubtedly many more.”

What makes Sarson’s promotion particularly attractive, however, is the overall philanthropic message of helping local businesses in a struggling economy. GlobalData’s 2022 Q2 global consumer survey found that 66% of consumers in the UK say products that help support ethical/social causes are essential/nice to have when making a purchase*.

Cleland adds: “Brand collaborations were an important tactic for drumming up renewed interest from consumers at the height of the pandemic and continue to be beneficial as inflation becomes the more immediate concern across industries. The knowledge that their money will support a good cause continues to encourage more spending among consumers.”

*GlobalData’s Q2 global consumer survey 2022, over 20,000 respondents surveyed across 42 countries every quarter