The pandemic saw an unexpected surge in pickle popularity, partly fueled by social media trends showcasing ranch pickles, chamoy pickles, and glickles. The Big Dill World's Largest Pickle Party, introducing pickle-centric events including an eating championship and unlimited tastings, reflects this growing fascination. Scott Kaylin, owner of Kaylin + Kaylin, notes that social media has simply highlighted existing pickle enthusiasts, while also encouraging new fans. His innovative marketing strategies, such as the pickle flight, proved essential for business survival during the pandemic lockdowns.
"I think social media just exposed all the pickle lovers. Obviously it's creating some new ones but I think overall, there have always been pickle lovers."
"The flight was actually a pandemic-specific business model that turned into a genius marketing ploy for Kaylin, who opened his pickle business about a month before the COVID-19 shutdowns of 2020."
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