Dean Foods – Peter Piper Pickles


How to revitalize a category and grow sales.


  • Developed a positioning for the Peter Piper Pickles brand, focusing on the core insight of a parent’s desire to empower independence in his/her child.
  • Supported this insight with a product point of difference called the “picklevator,” a tray that lifts pickles out of the brine to avoid a mess.


  • Purchase intent scores exceed 90% with 58% of consumers saying they “definitely will purchase.”
  • CenterBrain process is extended to produce television and radio advertising.
  • Product is launched regionally in 1999.

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