The Big Apple becomes The Big Pickle in honor of National Pickle Day
You’ve probably enjoyed a snack from McClure’s Pickles (mcclurespickles.com) – makers of pickles, relish, potato chips and bloody mary mix. With roots in Brooklyn, NY, McClure’s has been gaining popularity nationwide.
So, in honor of National Pickle Day this November 14th, the team at McClure’s has transformed Manhattan into one enormous pickle.
Visitors to the Instagram account @McCluresPickles_NYC will see a series of pictures that at first appear to be random images of pickles. But the pics have been geo-tagged, and by viewing them in Instagram’s often overlooked map feature, users will see they’re arranged throughout Manhattan in a pickle shape. For an additional layer of entertainment, each slice of the Big Pickle includes a shoutout to a New York neighborhood where shoppers can find McClure’s products. And, in order to enjoy future pickle content, fans are directed to follow McClure’s official Instagram account, @McCluresPickles.
This is more than just a joke about the shape of Manhattan. It’s the first time a brand has used Instagram’s map feature to advertise.* The Big Pickle was created by Lindsey Montague (lindseymontague.com) and Thom Woodley (thomwoodley.com), in cooperation with McClure’s founder, Bob McClure.
Will Manhattanites start calling their city the Big Pickle? If McClure’s has their way, definitely.
HASHTAGS: #NationalPickleDay and #TheBigPickle
*Instagram’s map feature is only available using the mobile app, not web browsers.