Branston has officially launched an ambitious new project that’s set to transform the town’s green spaces, celebrate local creativity, and boost tourism all at once.
The Branston Pickle Pots Trail is a 12-month public art initiative featuring ten giant, colourful sculptures and represents a bold step forward in the town’s greener town campaign. Part of Branston’s Greener Town Campaign, the project focuses on adding biodiversity, inspiring creativity, and enriching the community.
Why Pickle Pots?
The choice of Branston Pickle as the trail’s centrepiece is a celebration of local heritage and global recognition. Branston Pickle was first created in 1922 by Crosse and Blackwell in the village of Branston, taking its name directly from the area. For over a century, this iconic British condiment has put Branston on the map as a household name recognised across the UK and beyond. By transforming the pickle jar into public art, the trail honours the town’s proud industrial and culinary heritage while creating a distinctive identity that sets Branston apart. The colourful, eye-catching sculptures celebrate what makes Branston unique and give residents and visitors a reason to explore the town’s streets, parks and green spaces. It’s a clever way of saying: this is Branston, and we’re proud of it.
A Vision Years in the Making
Cllr Andrew Riley, Mayor of Branston Town Council, unveiled the project with genuine passion, explaining that the concept has been developing in his mind for over two and a half years.
It’s a project that truly captures the spirit of our community. These large, colorful pots are more than just decorations. They’re celebrations of Branston’s proud heritage, our creativity, and our ongoing commitment to a greener, more connected town. Each pot tells a story about our history, our environment and our people. Together, we will brighten our green spaces, encourage more outdoor activity, and remind us that when we work together, we can create something truly special, – Cllr Andrew Riley
The sculptures will be decorated by local artists, supported by businesses and community groups, and funded through sponsorship.
A First for Sculpture Trails
Tilly Bancroft from Making Trails emphasized the innovative nature of the project. “This is the first time as a sculpture and art trail company that we’ve actually produced a functional sculpture. So this is really exciting,” she explained.
“So not only are we going to be having these beautiful sculptures out and about in Branston, decorated by local artists, but they’re also going to be bedecked with lots of really beautiful flowers. And this is the first time that we’ve actually done something like this, and it’s really exciting to be involved with because it’s marrying all these different important parts of our community and our life in and around Branston.”
We’ve got to celebrate art, celebrate local businesses, celebrate local community groups, and also celebrate the environment as well.
What makes this trail unique is its longevity. While most sculpture trails run for 10 to 12 weeks, the Pickle Pots Trail will remain in place for a full 12 months. This attracts trail tourists and travel bloggers from across the country while enhancing the environment for local residents.
“Ten giant Branston Pickle Pot sculptures are going to be installed, and they’re not going to be out in a pop up display, which is what we usually do. These are going to be out for 12 whole months,” Tilly explained. “What’s really exciting about that is, not only are you going to be attracting more visitors and more tourism, but we’re also enhancing the environment for people who live here.”
Real Impact, Real Numbers
The data speaks for itself. A recent 10-week sculpture trail in nearby Burton generated 31,000 visitors and put over £620,000 back into the local economy through spending in cafes and shops. Facebook reach alone hit 73,000 during that period.
For sponsors, the benefits are substantial. Business names appear on each sculpture for the entire 12-month period, with additional exposure through a dedicated mobile app, social media campaigns, website features, and printed materials. Sponsors also gain access to trackable data showing visitor numbers and engagement metrics. This is invaluable for measuring marketing ROI.
“You get to promote who you are as a business through the artwork that you choose, and you will get to build a relationship with the artist as well, which is really exciting,” Tilly said.
Sponsorship Packages
The trail offers flexible sponsorship opportunities to suit different business sizes and budgets.
Sculpture sponsorship costs £1,600 plus VAT for a single sponsor, or businesses can share sponsorship with up to five businesses at £500 plus VAT each. Early sponsors get first choice of design selection at the December 2025 Design Exhibition.
Sponsors receive substantial benefits including business name display on the plinth for the entire 12-month trail, special promotions and rewards in the trail’s mobile app, promotion on the website, social media channels, and printed materials, a large mounted photo of the sponsored sculpture as a keepsake, and VIP invitations to the Spring 2026 Launch Event and Sponsor Activation Workshops.
For businesses seeking a higher-profile involvement, Event Sponsor packages are available at £10,000+vat Event sponsors receive all Pickle Pot benefits plus prominent branding on all trail materials (digital and print), guest posts on social media platforms, the chance to host an official event at their venue, first choice of all artist-approved designs, the opportunity to keep the sponsored sculpture after the trail ends, opportunities to speak at events and enjoy extensive media coverage, exhibition and stand space at all official events, and a feature profile on the website, trail map, and printed literature.
Making Sponsorship Work
When asked what makes a good sponsor, Tilly was clear about the formula for success. “A good sponsor is one that really takes advantage of all the potential that this has. Definitely uses it to upscale their marketing. Definitely uses it for staff well being, and definitely just uses it to make a real great, sparkly social media presence and that community engagement. That’s what’s important.”
She added: “The sponsors that get the most out of the sponsorship package are those who put that time into thinking about how they can really use it strategically. We’ve had sponsors in the past who’ve done blogs about their experience. It’s also great when sponsors come to the events we put on. It’s useful for networking, but it’s also useful for thinking about prompts for your social media posts and marketing strategy.”
Building Community Through Art
The project ties directly into Branston’s broader greener town campaign and the Heart of England in Bloom competition. As the town transitions from a parish to a town council, driven by significant growth, initiatives like this become essential for building community identity and attracting new residents and businesses.
Cllr Riley emphasized the bigger picture: “We’re not planning for today and tomorrow. We’re planning for the future. 2028, 2029, 2030 and beyond. It’s about educating our children, who are our future, and protecting their future.”
It’s great to have something like this that’s going to promote greener towns, greener cities, greener boroughs and greener counties. This is something that’s going to go wow, and we were the first that’s done it, where we combined local art along with culture, along with community, along with everything that goes with it.
The sculptures will be protected with anti-graffiti varnish, ensuring they remain pristine and vandal-resistant. Local artists will design approximately 80% of the pieces, with 20% from wider regional artists, creating a diverse array of styles. Sponsors can choose which design resonates with their business values and brand identity.
Tilly explained the protective measures: “We make sure that the artwork is coated in something called Urban hygiene anti-graffiti varnish. It’s a two part resin based varnish. You can wipe off Sharpie, you can wipe off Posca pen, you can wipe off spray paint. So even if somebody tries to contribute, they are easily restored back to their previous condition.”
What’s Next?
The trail represents a unique opportunity for local businesses to demonstrate environmental commitment while building brand visibility and community engagement over a full year. Early sponsors benefit from design selection priority and the chance to shape this landmark project from the ground up.
For more information or to express interest in sponsoring a pickle pot, contact Kay Lear, Clerk to Branston Town Council, at clerk@branstontown.gov.uk.
About Making Trails
Making Trails is a sculpture and art trail company based in Burton upon Trent, specializing in creating public art installations that celebrate community, creativity, and local heritage. The Branston Pickle Pots Trail marks a significant milestone for the company, as it’s the first time they’ve produced a functional sculpture that combines art with environmental enhancement through floral displays. With a track record of successful trails across the region, Making Trails brings expertise in artist collaboration, community engagement, and measurable tourism impact to the project.
