Bisto is back on TV this autumn with its first new ad creative in six years, as part of a £4m campaign continuing to drive relevancy among a new generation of consumers and hero its premium Bisto Best range. Running from 12th October until March 2022, the advert aims to generate maximum brand awareness during the key winter season and continue momentum after a strong sales year.
Much of the brand’s growth in 2020 was attributed to the success of its Bisto Best range, as consumers sought the comfort and familiarity of the nation’s favourite gravy, in addition to the desire to treat themselves and their families to more premium options. Bisto Best delivered +30.8% value growth as a result, significantly ahead of the category which grew at +22%. The latest TV advert is an evolution of the brand’s former ‘Togetherness’ campaign, and is set to showcase wider uses for gravy, beyond the traditional roast dinner, to resonate with today’s consumer and modern meal occasions.
Savan Sabharwal, marketing controller for Bisto at Premier Foods, comments: “We’re extremely proud of the heritage Bisto carries and that it continues to bring people together over delicious, home cooked food. Our latest campaign will help us continue to strengthen brand perceptions among new and existing shoppers, whilst delivering relevancy and consideration of Bisto Best for a broader range of meals, particularly among a new generation of gravy consumers. Now is the ideal time to do just this, with Christmas this year set to be extra special. Given the challenges and restrictions of the last year, being together with our loved ones over the seasonal period will be more important than ever before, and we know that Bisto has a role to play at the heart of many of these occasions.”
Set to attract younger consumers and families to experience the joy that Bisto can bring – the TV advert takes viewers on a journey through the lifetime of two best friends, sharing moments of joy during their mealtimes, all topped off with lashings of Bisto. The story sees the friends growing up together, from aged seven up to their mid-30s, and concludes where they now have their own daughters who are set to carry on the tradition of sharing their mealtimes. The end frame features the famous ‘Ahh Bisto’ tagline, highlighting the brand’s strong heritage and place at the dinner table.
Sabharwal continues: “By hero-ing Bisto Best within our TV creative, we’re helping to encourage shoppers to experience our more premium offering – driving category growth and additional basket spend. We know that brands like Bisto played an important role during pandemic mealtimes, as people turned to products they trusted and which could provide comfort during challenging times. Our opportunity now lies in retaining these new shoppers and continuing to highlight the broad usage occasions for the brand. As we head into the key gravy season, our in-store support will also play a key role. This will see us activate our biggest Christmas yet in terms of displays, to truly get shoppers behind the brand this festive season.”
The Bisto TV advert airs from 12th October, appearing during The Great British Bake Off, with the campaign also including strong customer support and a partnership with Global Radio.
 £4m based on media value
 IRI, total grocery outlets, Bisto value sales of 80.4%, 52 w/e 15th September
 IRI, All Grocery Outlets, 52 week ending 27/02/21