After almost twenty years of evolving from a humble wooden food cart in Boston, Grillo’s Pickles has embraced word-of-mouth marketing and exclusive collaborations to fuel its natural growth.
Famous for its zesty pickles found in the refrigerated section of grocery stores and its whimsical packaging design, Grillo’s Pickles has seen a resurgence since being acquired by King’s Hawaiian, a packaged baked goods company, in 2021. The brand’s expansion has been driven by innovative partnerships, ranging from pickle-flavored beer to toothpaste.
“We discovered that people have a deep love for the taste of pickles, whether in chips, pretzels, nuts, or even beverages,” shared Eddie Andre, Grillo’s Vice President of Branding who has been part of the journey since the beginning.
Grillo’s DIY approach shaped its independent spirit. In its early days in 2008, the founders would tweet about their daily locations, selling two pickle spears for $1 wrapped in foil from their portable cart.
Utilizing social media, Grillo’s caught the eye of Whole Foods, leading to its products being stocked in North Atlantic stores by 2010.
The brand continues to innovate with limited-time collaborations, such as the recent partnership with Campbell’s V8 for a ready-to-drink Bloody Mary mix. They also launched Pickle de Gallo Schmear with PopUp Bagels and a hard seltzer flavor with Two Robbers.
While Grillo’s has typically worked with emerging brands, the collaboration with V8 marked a shift towards partnering with established names, blending Grillo’s youthfulness with V8’s heritage.
Despite these mainstream partnerships, Grillo’s loyal following, particularly within the punk rock community, remains steadfast, viewing collaborations as a natural evolution rather than “selling out.”
When considering potential collaborations, Grillo’s prioritizes alignment with values, product quality, and authenticity that resonates with its roots.
With several launches planned for 2025, including snacks and beverages, Grillo’s remains committed to working with music and skate brands for co-branded products and events.
“Grillo’s success isn’t about being too big; it’s about staying connected to our roots and the subculture that keeps us grounded,” emphasized Andre.