Aunt Bessie’s has unveiled a £3.1 million campaign which highlights the role a roast dinner can play in uniting families.
The marketing campaign, launched yesterday (12 October), has seen the brand returning to TV with its new campaign platform: Caring is the hardest thing we do.
“Caring has always been inherent with the roast dinner, whether it’s the personal effort that goes into the preparation, or the interactions people have around the table. Aunt Bessie’s has always been synonymous with the Sunday roast, so we are perfectly placed to celebrate that link and remind people of the genuine moments of care that are part of the Sunday Roast occasion,” said Sam Dolan, head of marketing at Aunt Bessie’s.
Besides the new TV advert, the campaign will include video on demand, digital and shopper activity, as well as a high-profile influencer campaign. Core products from the Aunt Bessie’s range – notably Yorkshire Puddings and Roasties – will be visible in all campaign materials.
“This campaign was in development long before the challenges we have all faced in recent months, but the focus on what it means to care has perhaps never been more appropriate,” Dolan added.
The brand noted that the popularity of the roast dinner has been accelerated this year – with the occasion seeing a 5 per cent year on year uplift despite Easter celebrations being heavily impacted by social distancing guidance [Kantar].
Alongside the launch of the campaign, Aunt Bessie’s is kick starting a partnership with charity, Guide Dogs. The partnership will begin with Aunt Bessie’s sponsoring a guide dog and will ramp up through 2021 with additional support.
The campaign will be running through autumn and winter, when roast dinner consumption is at its peak.
