Aaah! Bisto is back: Gravy brand unveils first new TV ad in six years in £4m campaign following a surge in new customers during the pandemic
- The gravy brand said it has attracted 4.5 million new households during the pandemic
- The first-ever TV ad in six years is all about togetherness and friendship
- It made its debut during Channel 4’s Great British Bake Off and will run until March
Bisto has unveiled its first new TV advert in six years, launching a £4 million push to appeal to the next generation of Britons and increase the appeal of Sunday Roasts.
The advertising campaign to promote the age-old gravy brand made its debut during Channel 4’s Great British Bake Off and will remain on air until March 2022.
Playing on the theme of friendship, the ad shows two young girls sharing gravy in childhood, adulthood and motherhood before introducing their own children to it.
The ad ends with the traditional ‘aah! bisto’.
Bisto says it has attracted 1 million new households this year and 4.5 million new households since the onset of Covid.
The ad shows two young girls sharing gravy in childhood, adulthood and motherhood before introducing their own children to it
It’s the first Bisto ad to air on TV since 2015, and just like then, it’s all about the theme of togetherness
The two young girls grow up in the ad, but what remains consistent is the gravy
By the end of the ad, the two girls have grown into women and have children of their own, whom they introduce to Bisto.
The company said much of its growth in 2020 was due to the success of its Bisto Best range.
The ad, Bisto’s first in six years, ends with the traditional ‘aah! bisto’
It said consumers wanted the “comfort and familiarity” of the Bisto brand and to treat themselves and their families to more premium options.
Bisto said its Bisto Best delivered 31 percent value growth as a result, significantly outperforming the category that grew 22 percent.
It has rolled out a new campaign ahead of the Christmas season as parent company Premier Foods said it is focusing on ‘mission critical’ brand building across its broader portfolio.
The current ad runs from October 12 to March 2022 and revolves around the core theme of ‘togetherness’, similar to the 2015 ‘Spare Chair Sunday’ campaign that encouraged people to invite lonely people for Sunday lunch.
Savan Sabharwal, marketing controller for Bisto at brand owner Premier Foods, told TalkingRetail.com: “We are helping to encourage shoppers to experience our more premium offerings – driving category growth and additional basket spend.
“We know that brands like Bisto played an important role during pandemic meals as people turned to products they trusted that could provide comfort in difficult times.”
Bisto says it has attracted 1 million new households and 4.5 million new households this year since the start of Covid
The current ad runs from October 12 to March 2022 and revolves around the core theme of ‘togetherness’, similar to the 2015 ‘Spare Chair Sunday’ campaign that encouraged people to invite lonely people for Sunday lunch
Premier Foods chief marketing officer Yilmaz Erceyes said research shows that nearly one in two households buy Bisto gravy at least once a year.
He said Bisto’s advertising campaign was about “building on the brand” rather than completely changing direction.
He told Marketing Week: “When it came to watching the new… [Bisto] implementation, we wondered, “Should we set up a new campaign and change direction?”.
“But there was absolutely no reason to, because the ‘Togetherness’ campaign that we know has an emotional connection with consumers, builds our brands, drives sales and boosts market share within the category.
“When you’re roasting with your friends, you’re there to bond and share some stories. It’s not a transaction, it’s not food on the go.’