Soul launches debut TV ads for Aunt Bessie's pie range

Soul is launching its first television advertising campaign for Aunt Bessie's, which looks to position the company's new meat pie range as comfort food.

The 30-second treatment takes a humorous look at everyday family life and revolves around the strapline: "Comforting stuff from Aunt Bessie's."

The ad, for the new Aunt Bessie's Steak Pie in rich gravy, opens with a pet rabbit escaping from a garden. It then cuts to dinner time. When the young daughter -who is unaware of the rabbit's disappearance - announces that she is saving her carrots for her pet, her panicking mother heaps more meat pie on her plate as a pre-emptive strike. The final shot shows the rabbit poised dangerously at the side of a busy motorway.

Tryton Foods, the company that owns the Aunt Bessie's range, is hoping that this new treatment will drive consumer demand for the product in time for a product trial during the winter months.

The campaign was art directed by Cameron Short and written by Mike Oughton. Media planning and buying was by BLM.

John Hendy, the commercial director at Tryton Foods, said: "This new advertising campaign reflects the strengths of the Aunt Bessie's brand, which will act as a reassuring confirmation of their choice of product to our loyal customer base. At the same time, it will be encouraging new users to buy into the brand for the first time.

"It will help to increase substantially our sales still further across the entire product portfolio."

Soul was appointed by Tryton Foods to handle all Aunt Bessie's brands this summer after a review conducted through the AAR.

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