☕ Kind of a big dill

September 15, 2026

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It’s Tuesday. With the US Open having come to a close and New York Fashion Week wrapping up this week, marketers might finally soon hear back from their influencer partners.

In today’s edition:

Spear you go 🥒

The right outcomes 🎟️ —Katie Hicks, Jasmine Sheena

SOCIAL & INFLUENCERS

Various screenshots from Grillo's Pickles on TikTok doing pickle giveaways

Morning Brew Inc, Photos: @grillospickles/TikTok

In the last 20 years, Grillo’s Pickles’s online presence has become kind of a big dill.

The brand started as a pickle cart in downtown Boston in 2008, Eddie Andre, Grillo’s co-founder and VP of branding, told us, and at the time, its social strategy centered on Twitter, where information about where customers could find the Grillo’s cart and secure two-for-a-dollar spears lived alongside the occasional joke.

Today, Grillo’s has gone national, and it has pivoted to a largely video-focused social strategy, counting nearly 2 million followers across TikTok and Instagram. While the medium has changed, Andre said, the brand’s irreverent and slightly unhinged tone has remained the same.

“We don’t want you to feel like you’re following a brand,” he said. “We want you to feel like you’re following your best friend who happens to be obsessed with pickles.”