Insight
The pickle's comeback
It's called "picklemania"—the new obsession among young people for pickled cucumbers. A food trend that has sparked thousands of social media posts and challenges, especially on TikTok, where the hashtags #pickle and #pickles have amassed over 9 billion views. An insight too juicy and irresistible to ignore—so we turned it into an iconic digital campaign for Saclà and its legendary pickles: the Pickle Revolution. A social activation through which we invited the community of pickle lovers to proudly declare their passion for this quirky food star.
Instant campaign
#Cetr100liChallenge feat. Andrea Pisani
Then the unexpected happens—the perfect opportunity to take Saclà’s Pickle Revolution to the next level. During an episode of LOL – Chi ride è fuori, one of Italy’s most popular comedy shows, comedian and actor Andrea Pisani threw down a challenge to all pickle brands: “I’m willing to eat even 100 of them!”. We didn’t need to hear that twice. We jumped at the chance and launched a tailor-made instant marketing campaign starring him: #Cetr100liChallenge. Watch the video to find out who won the challenge!
Digital PR
The pickle revolution lives on
We rallied all pickle enthusiasts, launching a TikTok activation that flooded the platform with love declarations for pickles and food inspiration—featuring creative pairings and tips dedicated to this unexpected food star. The campaign was also backed by a digital PR initiative and influencer seeding. A total of 34 creators joined the Pickle Revolution, producing stories and videos celebrating Saclà’s iconic pickles.
Results
1,8M
total reach
394K
total interactions
1,3M
views
25,85%
engagement rate
90,45%
view through rate
