lindsey montague · acd · art director

You’ve probably enjoyed a snack from McClure’s—makers of pickles, relish, potato chips, and dangerously good bloody mary mix. McClure’s pickles have been gaining popularity nationwide, but their roots are in New York City. So, in honor of National Pickle Day, the team at McClure’s transformed The Big Apple into The Big Pickle.

Using their mobile phones, visitors to the Instagram account @McCluresPickles_NYC 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 within each image to follow McClure’s official Instagram account, @McCluresPickles.

It’s 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.

Will New Yorkers start calling their city The Big Pickle? If McClure’s has their way, definitely.
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Creative Team: Lindsey Montague, Thom Woodley, Sarah Roach
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