Take A Journey To The Cold Case For Claussen Pickles

When your pickles are not on the shelf with the rest of the pickles, but in the refrigerated section of the supermarket, you better have a plan to drive pickle shoppers to the correct aisle. Kraft does.

Sir Edwin Horsham is a Shackleton-esque explorer helping willing shoppers find their way. Created by The Escape Pod (an AdPulp sponsor), Horsham charms shoppers to go along for the ride in his pedal-powered sled.

Vinny Warren, CCO at The Escape Pod says the actor who plays Sir Edwin, Roger Barclay, used to be an officer in the Queens cavalry regiment (which helps him bring some authority to his role).

“Characters are great creatively because you can get to dimensionalize them over time. And people can develop affection for them,” says Warren.

The Escape Pod supports a bunch of Kraft brands including Wheat Thins, Lunchables, Philadelphia Cooking Crème and more. The agency received the most Cannes Lions nominations among all agencies working on Kraft.

About David Burn

Co-founder and editor of AdPulp. I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. I worked for seven agencies in five states before launching my own practice in 2009. Today, I am head of brand strategy and creative at Bonehook in Portland, Oregon.


  1. Wade Sturdivant says:

    This is easily my favorite campaign of late. A fun, simple, memorable idea that comes straight out of the product. Bravo. If I were just starting out in the business, I’d be camping out on The Escape Pod’s doorstep until they let me work on something.