Aunt Bessie’s has launched a new £5m marketing campaign, which includes a new TV advert and brand positioning.

The new ‘Bring out the Bessie in you’ campaign kicked off on October 25 and is designed to show consumers how quick and easy it is to make a roast dinner using Aunt Bessie’s products.

Hannah Haas, marketing director at Aunt Bessie’s, said: “’Practicality’ and ‘easiness to prepare’ have been the driving forces for the increased midweek consumption of a roast meal, with consumers considering it to be easier than ever to prepare. Our latest £5m ‘Bring out the Bessie in you’ campaign is centred on this insight and aims to show the nation just how easy it is to enjoy a roast at any time of the week.”

“’Bring out the Bessie in you’ is a complete step-change for the Aunt Bessie’s brand. In fact, we had originally tested the concept with Margaret and Mabel - the famous faces that have fronted our advertising campaigns since 2009; but instinctively felt it was time for a modern injection. With a compelling idea comes a need to be bold and brave, which led us to trial a completely new creative route - and it has landed exceptionally well.

She added: “We’ll also be introducing new packaging in the New Year featuring mouth-watering food photography and rolling out bespoke shopper activations. To ensure we have a consistent look and feel across all channels, the Aunt Bessie’s website recently received a modern facelift, featuring delicious meal inspirations and a clear link to customer sites to buy.”

Source: Aunt Bessie's and St Luke's