Bramley Apples

Celebrating the Jubilee with a new family dish

The story and task
Link classic English food for the family (The Bramley Apple) with THE classic English occasion of 2012...

The approach
Work with UK family home cooks and chefs to create a celebratory Jubilee dish that isn’t just a good recipe on a page, but is something people want to go out and buy....

We formed a partnership with Sainsbury’s to find the best classic Bramley recipe submitted by real people that would then be produced and stocked in store nationally.

Judging was led by Prue Leith bringing the perfect Great British Menu background to the task as well as her impeccable English food heritage, and she was supported by the Craft Guild of Chefs.

Regional heats led to a judged shortlist, with the final say on the winner going to the subscriber readers of BBC Good Food magazine.

A retail partnership, an icon calendar event, professional endorsement plus the foodie media partnership covered all the elements needed to help create the buzz around the new family favourite dish.

Sainsbury's featured the Diamond Dish in its leaflet, 'Jubilee party food to order' with a print run of 1m copies, as well as in its Everyday Easy in store magazine

The impact
The winning Bramley 'Diamond Dish' Apple Jubilee Crumble Tart is now on sale in Sainsbury’, where it has sold 25,000 units in its first four weeks,