According to Bloomberg, Sir Kensington’s started their first year with an impressive $40,000 in sales. Fast forward a decade, and Unilever purchased the company for an estimated $140 million — that’s a whole lot of ketchup. The group behind the condiment line credits the company’s takeoff with their massive efforts in branding. Sure, the products taste great — once you load a burger up with a dollop of the black-peppered, spicy ketchup, you won’t be topping it with anything else — but at the end of the day, the founders insist that consistent, interesting, and relatable branding is what carved Sir K’s path forward.
Scott Norton, one of the original founders, spoke with Fast Company about how marketing played a pivotal role for the company. In the article, he compares creating a brand with creating a religion, and said that “religion is a highly motivating and emotional thing, and that’s what a good brand is, too.”
And truly, if you don’t believe in your product and put some true heart into it, no one else will — and thus, with Sir Kensington’s push to be different, shoppers are on their way to becoming passionate about ketchup once again.