Feature

IPA Effectiveness Awards 2010: Silver Award - Bisto

Title: Aah Night - how Bisto turned gravy granules into family togetherness

Client: Premier Foods

Entrant: McCann Erickson Advertising

Author: Peter Wilson, McCann Erickson Advertising

Contributing author: Hitesh Mistry, Ninah Consulting

Credited companies - Creative agency: McCann Erickson Advertising; media agency: Starcom MediaVest; global management consulting firm: Ninah Consulting

Media used: Magazines, newspapers, PR, radio, sponsorship, TV, website/microsite

IN A NUTSHELL

The 'Aah Night' campaign rejuvenated Bisto through encouraging families to spend more meal times together, delivering a payback of £1.59 for every £1 invested.

SUMMARY

This entry is the story of brand rejuvenation of a Great British invention: gravy. Bisto's problem was that it no longer played a relevant role in the lives of modern British families. The "Aah Night" campaign made the brand culturally resonant again by helping families to spend more dinner times together. Communications enabled Bisto to exceed growth targets for value sales, value share and meal occasions, and increase penetration by attracting a younger audience. Communications have delivered a payback of £1.59 for every £1 invested, exceeding the FMCG norm by 60 per cent.

JUDGE'S COMMENT

This is a compelling story of how communications added real consumer insight to the Bisto brand through selling occasions and bringing families together, an incredibly difficult marketing task in itself.

Gill Barr, head of marketing UK and Ireland, MasterCard.

Topics