Settling the pickle debate once and for all to promote The Bob’s Burgers Movie launch


Disney / 20th Century Studios


 Consumer PR

Helping fuel conversation for The Bob’s Burgers Movie launch

It is a debate that has divided fast food lovers for decades – do you remove the gherkins from your burger or leave them in?

To support the launch of our client 20th Century Studios’ greatly anticipated movie – The Bob’s Burgers Movie, we worked with Oxford University’s Professor Charles Spence to settle the debate once and for all.

Findings from Spence’s new independent report revealed that although 51% of us prefer a pickle-less burger, science suggests that keeping them in provides the optimum taste, with the acidity helping to cut through the rich umami burger notes and the texture nicely contrasting with the other burger ingredients.

The research also showed that those aged 35-54 were the most in favour of pickles being a ‘classic burger topping’ (38%) with 37% saying they would prefer a burger with pickles in it. Conversely, those aged 18-24 were the least likely to want them included.

This debate helped fuel conversation and drive awareness of the film launch, with coverage rolling in from the likes of the Daily Mirror, Mail Online, dozens of regional titles and even recognition from PRWeek. 

This was a 

Consumer PR

Project for Disney

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