Aunt Bessie’s has launched a £3.1m marketing campaign to introduce its new brand platform ‘Caring is the hardest thing we do’.
The campaign initially runs through to Christmas and includes a new TV advert supported by video-on-demand, digital and shopper activity, as well as a high-profile influencer campaign.
“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,” explained Sam Dolan, Head of Marketing at Aunt Bessie’s.
To coincide with the campaign’s launch, Aunt Bessie’s has teamed up with the Guide Dogs for the Blind Association to sponsor a guide dog, with additional support ramping up throughout 2021.