Aunt Bessie’s has teamed up with Spar retailer Kieron Gunn to hold a Roast & Ramble event for the local community near Burnley, Lancashire.

Kieron’s store was selected at random to host the event after he entered Aunt Bessie’s nationwide retailer competition, which launched last year as part of the brand’s ‘Bring out the Bessie in You’ £5m marketing campaign.

Featuring hot food samples, product giveaways, a local ramble, and brass band, the Aunt Bessie’s activity contributed to a +12.5% uplift in sales and increased footfall at the Barrowford Spar store [excluding services and compared to weekly figures in 2017]

With advertising support from Aunt Bessie’s through regional media titles and engagement with local businesses / community groups, the event was designed to bring the community together using Aunt Bessie’s products to create a Sunday roast. (see video below)

Hannah Haas, head of marketing at Aunt Bessie’s, said: “This event embraced those core, nostalgic feelings that this time of year brings – the cold weather, the long walks with friends and family, and then a delicious roast dinner at home to top it all off.

“Our Roast & Ramble competition was centred on bringing to life the joy that roast dinners bring to people, while putting the local Spar convenience store centre stage as the host. Our new campaign proves just how simple, quick and delicious our roast dinner products are to prepare, and the community event encouraged the local residents to prepare their own meal thanks to our product giveaways too.”