How Yorkshire business is taking advantage of viral wedding social media trend

Brides across Yorkshire have been joining in with a viral trend ahead of their wedding - burying sausages to ward off bad weather.

The bizarre tradition involves digging a hole the night before a wedding. Brides have taken to Instagram and TikTok to share success stories of their sunny weddings, and the superstition has gone viral.

In 2025, Yorkshire-based company HECK! spotted an opportunity to launch purpose-made lucky sausages.

Sold as a six-pack, its Bride’s Lucky Sausage is labelled as “97% British pork sausage made with a hint of good luck.”

This August, the superstitious product completely sold out, and given the UK heatwaves, the company has been shocked by its popularity.

“With such a brilliant weather forecast we didn’t expect such a demand,” said co-founder Jamie Keeble.

HECK! reports that some brides even offered to collect the sausages rather than risk lengthy delivery times.

Some wedding venues in Yorkshire are also leaning into the tradition.

Thief Hall in Northallerton now provides a “Lucky Sausage” for bridal parties to bury on the evening before the big day.

Wedding planner Claire Edwards says that “burying a banger” has become a regular part of her client checklists.

According to Claire, sausage burying is “right up there with something borrowed, something blue.”