Demi Lovato is adding a briny twist to her life, teaming up with her dog Pickles to celebrate National Pickle Day in true pop-culture fashion.
According to Food & Wine, the singer partnered with Jimmy John’s for the return of its viral Picklewich, and the launch came with a fan-centered event dubbed PickleCon in New York City.
The playful collaboration puts Lovato and her pup front and center. Pickles, who has long been a favorite on Lovato’s social media, makes a cameo alongside her in a digital campaign announcing the comeback. It’s a fitting pairing for a launch timed with pickle season, which is, apparently, a thing in the food world.
The Picklewich, which went viral last year, returns on October 27 with six versions — including builds like Vito, Turkey, Ham, Roast Beef, Tuna, and Veggie. The lineup also debuts Pickle Ranch dipping sauce, the return of Pickle Jimmy Chips, and a bundled Triple Pickle Meal.
“Jimmy John’s fans are freaks for our Jimmy Pickles, and last year, the Picklewich took the internet by storm,” said Kate Carpenter, vice president of marketing at Jimmy John’s, to the outlet. “This year, we wanted to give our devoted pickle fans even more to celebrate.”
That celebration will kick off with the aptly-named PickleCon, a one-night event in New York on October 22, where fans and media gather for tastings and photo opportunities that tie the comeback to National Pickle Day.
The return arrives as interest in pickle-inspired food continues to rise. Market researchers like Innova note that pickle flavors are finding their way into snacks, drinks, and recipes across generations, with social media driving much of the hype.
Pinterest’s annual predictions also flagged pickle content as a trend to watch, with many companies hopping on the briny bandwagon to fuel the latest viral trend.