Pip & Ferment
A Bristol pickle bar whose jar of chilli carrots ended up on more phones than menus.
2.3M views on a single jar
- The brand
- Pip & Ferment
- What we did
- Content productionTrend forecastingCommunity care
- How long
- 6 months
- Where
- TikTokInstagramYouTube
Pip & Ferment had a tiny bar, a cult following and a fridge full of things nobody had heard of. We turned the fermentation shelf into a weekly soap opera and gave the city a reason to queue on a Tuesday.
[01]
The low pressure
Fermented food is a hard sell on camera. It is beige, it is slow and half the audience thinks it is a science experiment. The bar was full on weekends and dead from Monday to Thursday.
[02]
The hunch we backed
We named every jar, gave them storylines and filmed the bubbles in macro. A weekly countdown to the next opening of the chilli carrot jar became the format. Midweek, we posted a secret word that unlocked a free tasting flight at the counter.
On the phone
The posts that did it
Swipe through a handful of the real posts behind the numbers, as they looked on the day they went out.
Jar watch, day 14
Whisper it at the bar. We will know.
The carrot reveal. 2.3M views.
+58%
midweek covers
Bubbles, in slow motion
The read
What the numbers said
2.3M
Views on the top video
+58%
Midweek covers
42K
New followers
9K
Secret word tastings
| Period | Value |
|---|---|
| Apr | 60K |
| May | 130K |
| Jun | 390K |
| Jul | 1.0M |
| Aug | 1.8M |
| Sep | 2.5M |
“People come in and ask for the carrots by name. The carrots have a name. I did not see that coming.”
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