Aunt Bessie’s is launching a new campaign celebrating the unique way that different people prepare a Sunday roast. The push was developed in partnership with creative agency ELVIS and PR agency Cirkle, following the recent launch of Aunt Bessie’s new campaign platform, created by Grey, “Caring is the hardest thing we do”.
As part of the new brand platform, and Aunt Bessie’s drive to create genuine moments of care, “Time to Roast” aims to create an emotional connection and demonstrate how Aunt Bessie’s gives you show-stopping results with less time and effort, so you can spend time with the family.
ELVIS has partnered with Aunt Bessie’s to create a series of films featuring actor Angela Griffin; First Dates star and NHS paramedic Laura Tott; and TV and radio presenter Vick Hope, all preparing their own Sunday roast. Each woman reveals what tradition or addition their Sunday roast features, why it means so much to them, and how Aunt Bessie’s allows them the extra time to make it as special and full of care as can be.
The campaign is running on social channels including Facebook, Instagram, Twitter and Pinterest. The supporting PR campaign is being managed by Cirkle and includes the placement of editorial content with the three brand ambassadors, across national and consumer media outlets. Media planning and buying is managed by Zenith.
Jonathan Wright, Brand Comms Manager, Aunt Bessie’s, said: “The joy of a Sunday roast is that everyone does it that little bit differently. Enjoying time together is something we all have in common, but it’s our differences that make that time (and our roasts!) special. This campaign highlights how the delicious simplicity and reliable quality of Aunt Bessie’s gives people the extra time they need to make their regular roast a real moment of care.”
Neale Horrigan, Executive Creative Director, ELVIS, added: “We’re delighted to unveil our first work with Aunt Bessie’s. Our campaign brings to life the new brand purpose – creating genuine moments of care – while also putting the product front and centre. It’s also fantastic to be able to feature three such accomplished women, who we hope will resonate with our audience on social.”