Aunt Bessie's in online push

Aunt Bessie's is to increase its digital marketing spend as it expands its portfolio beyond Sunday-roast staples such as Yorkshire puddings.

Margaret and Mabel: Aunt Bessie's brand characters
Margaret and Mabel: Aunt Bessie's brand characters

The William Jackson-owned food brand-licensed to Heinz- is plotting a social media push this year to promote its wider range.

Aunt Bessie’s will make its debut on Facebook and expand its presence on Twitter to support the roll-out of products throughout the year. It will also offer trials and promotions.

Digital agency Outside Line will handle the social media activity and work with integrated agency VCCP to drive Aunt Bessie’s ‘helping hand’ message online.

In November last year, Aunt Bessie’s reintroduced its Margaret and Mabel brand characters as part of a £6.5m ad campaign.