{"id":19624,"date":"2021-09-29T20:08:00","date_gmt":"2021-09-30T00:08:00","guid":{"rendered":"https:\/\/advertisingweek.com\/aw360\/?p=19624"},"modified":"2026-09-15T20:09:27","modified_gmt":"2026-09-16T00:09:27","slug":"the-story-of-sir-kensingtons-a-condiment-with-intriguing-commentary","status":"publish","type":"post","link":"https:\/\/advertisingweek.com\/aw360\/news\/the-story-of-sir-kensingtons-a-condiment-with-intriguing-commentary\/19624\/","title":{"rendered":"The Story of Sir Kensington\u2019s: A Condiment with Intriguing Commentary"},"content":{"rendered":"\n

By Heather Taylor<\/p>\n\n\n\n

Look closely at Sir Kensington, the portrait of the condiment B Corporation Sir Kensington\u2019s<\/a>. Is it possible to see nods to other brand mascots in his visage?<\/p>\n\n\n\n

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Planters fans might point out that Sir Kensington sports a monocle \u00e0 la Mr. Peanut. Other observers may notice the character\u2019s mustache bears similarities to Mr. Monopoly of Monopoly board game fame. This is intentional, according to Sir Kensington\u2019s Co-Founder Scott Norton. Designs for Sir Kensington played upon looks signifying class with a bit of humor and borrowed from iconic characters, including Mr. Peanut and Mr. Monopoly.<\/p>\n\n\n\n

Beyond the character\u2019s portrait is a condiment company with a history everyone can relish. Founded in 2010 by Co-Founders Scott Norton and Mark Ramadan, Sir Kensington\u2019s quickly became the leading provider of premium condiments across retail, eCommerce, and foodservice in the United States. The Sir Kensington\u2019s mission is to reimagine ordinary and overlooked foods with fearless integrity and charm. Only high-quality, non-GMO, ingredients are used in making these condiments and every egg is sourced as Certified Humane\u00ae Free Range. Seven short years after its founding, the company was acquired by Unilever. In 2018, Sir Kensington\u2019s committed to \u201cB The Change\u201d and became a Certified B Corporation<\/a>.<\/p>\n\n\n\n

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Today, Sir Kensington\u2019s boasts an impressive product line that includes classic condiments like mayonnaise, ketchup, and mustard. Creamy dressings, vinaigrettes, and vegan mayo round out their award-winning portfolio. Model and social media influencer Chrissy Teigen has even partnered with the company to whip up a mouthwatering honey mustard fry sauce<\/a>.<\/p>\n\n\n\n

But what of Sir Kensington, the character? Is he inspired by a real-world debonair gent or simply the stuff of excellence in high-born copywriting?<\/p>\n\n\n\n

We were thrilled to chat with Norton and Alex Medeiros, General Manager for Sir Kensington\u2019s, about committing to the narrative of Sir Kensington, making a \u201cnot edible\u201d billboard, collaborating with Teigen for the \u201csummer of fries,\u201d and how Sir Kensington\u2019s has gone above and beyond its impact dollars during the COVID-19 pandemic.<\/p>\n\n\n\n

Our first question: is the character on the logo *the* Sir Kensington?<\/strong><\/h3>\n\n\n\n

Alex Medeiros:<\/strong> Yes, the logo is meant to personify \u201cSir Kensington\u201d himself. In fact, Sir Kensington was created even before the product itself as our Founders had the desire to make the packaging stand out and cause consumers questions around this fancy but friendly character infiltrating the condiment aisle.<\/p>\n\n\n\n

The brand is named after a fictitious British character, who was created as a mascot to represent the quirky sensibility and superior expectation that defines the brand. \u201cSir Kensington\u201d is an older, sophisticated English gentleman because Americans often perceive the British for high-end items and delicacies.<\/p>\n\n\n\n

Sir Kensington, the character, is described as having a \u201cstoried history\u201d and roots in Victorian England. Can you share more details about his narrative?<\/strong><\/h3>\n\n\n\n

Scott Norton:<\/strong> The story of Sir Kensington\u2019s begins with the Founder\u2019s vision to embody a character that was the opposite of traditional condiment brands on shelves. While other brands were synonymous with traditional American attributes, Sir Kensington would embrace high culture English traditions and lean into the outrageous.<\/p>\n\n\n\n

To commit to this narrative, our team adopted a method called \u201cworldbuilding\u201d or creating a fictional universe with detailed backstories. Generally, this is considered an odd practice for consumer brands, but we knew this is why it would work. So, we started boasting about Sir Kensington\u2019s Oxbridge credentials, his professional and philanthropic achievements, and academic breakthroughs. Altogether, this created a condiment with intriguing commentary.<\/p>\n\n\n\n

How would you describe the character\u2019s personality?<\/strong><\/h3>\n\n\n\n

Scott Norton:<\/strong> Sir Kensington himself is a curious, generous, fun-loving spirit who’s always fixated on how the world can be, rather than how the world is. His watchwords are “integrity” and “charm,” which is what we as a company seek to bring to the food we make.<\/p>\n\n\n\n

With one foot rooted in nostalgia and the other firmly in novelty, this makes him the ideal muse and mascot for reinventing the classics.<\/p>\n\n\n\n

Switching gears slightly, let\u2019s talk B Corporation Certification. What are some positives that came from becoming a Certified B Corp?<\/strong><\/h3>\n\n\n\n

Alex Medeiros:<\/strong> It was a natural progression of the Founder\u2019s original mission which was to not only create the finest natural condiments but also to run a company that aligns with their values and vision<\/a>. We\u2019ve always done things differently and at Sir Kensington\u2019s, we believe that the future of \u201cgood business\u201d balances our economic model with environmental, social and customer transparency.<\/p>\n\n\n\n

We hold ourselves accountable to a higher standard and there have been many areas of growth we\u2019ve outlined as part of \u201cB The Change.\u201d For example:<\/p>\n\n\n\n