NEWS: Julie Walters takes over from Bisto kids in pounds 5m AMV rethink

The Bisto kids have been usurped by Julie Walters in a new pounds 5 million campaign by Abbott Mead Vickers BBDO, to be revealed next week.

The Bisto kids have been usurped by Julie Walters in a new pounds 5

million campaign by Abbott Mead Vickers BBDO, to be revealed next week.



The demise of the eternally youthful duo, who have been associated with

Bisto gravy for 80 years, is part of an pounds 8 million investment in

the brand over the next year. The budget will cover new products and

packaging - minus the Bisto kids - as well as a heavyweight ad campaign.



Walters will star as Yvonne, a day-time TV cookery presenter, in five

executions from October to April next year. The commercials will be

supported by colour press ads in women’s magazines.



Yvonne mocks the bland style of typical day-time TV presenters and

challenges the traditional perceptions of Bisto. She introduces Bisto

as: ‘Altogether a better idea than doing something out of a book with

giblets.’



The ads were written by Mary Wear, art directed by Damon Collins and

directed by Theo Delaney through Cowboy Films.



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