Aunt Bessie reintroduces Margaret and Mabel in £6.5m ad rollout
By Sara Kimberley, campaignlive.co.uk, Friday, 12 November 2010 11:53AM
Aunt Bessie is bringing back its nosey neighbours Margaret and Mabel in a £6.5m ad campaign to promote its new Midweek Mini Roasties brand.
The ad, created by VCCP, will reintroduce the brand’s characters featured in its 2009 campaign.
The new ad will see the pair spying for on the family across the road, with Mabel harnessed and winched down – 'Mission: Impossible'-style – to try and get a taste to compare how Mum’s roasts compare to theirs.
The characters were introduced last year in a bid to appeal to a younger audience
The campaign will include a new website offering tips and recipes supplied by Aunt Bessie’s new Canny Cooks panel, led by TV chef Lesley Waters.
Ross Longton, Heinz Frozen UK senior brand manager, said: "We identified the midweek occasion as an opportunity to drive category growth, where consumers often have limited time to cook.
"We understand that Mums can sometimes feel guilty giving their children chips every night, and the new Midweek Mini Roasties provide a great alternative."
This article was first published on campaignlive.co.uk
- Mid Weight Planner - ATL Daniel Marks London £30-£50K + Excellent Benefits, Central London
- Account Director Major Players £45000 - £55000 per annum, London
- Marketing Coordinator /Communication Production Assistant - Mar Regan & Dean Recruitment Limited £25000 - £32000 per annum + excellent benefits, City of London
- Marketing Executive - Marketing Communications Regan & Dean Recruitment Limited £25000 - £32000 per annum + excellent benefits, London
- Digital Account Executive Twist Recruitment £19000 - £22000 per annum + benefits, City of London
- Majority of 15m Twitter users in the UK follow a newspaper
- OgilvyOne loses BA business
- Iris and Cheil big winners at MAA Best Awards
- Campaign Viral Chart: Pepsi tops Coke with Jeff Gordon test drive
- International Women's Day: 'You make your own luck' says Cheryl Giovannoni
- Twitter attracts more ads, but rates tumble 67%