Aunt Bessie's promotes Yorkshire pud and chicken combo in tactical campaign

Aunt Bessie's, the William Jackson Food Group frozen brand, has launched a targeted campaign to challenge the belief that Yorkshire puddings should only be served with a beef roast dinner.

As part of the campaign, which follows research by Kantar that found consumers prefer chicken to beef for the traditional British Sunday roast, Aunt Bessie’s has secured a four-month deal with the Channel 4 show Sunday Brunch.

Each Sunday, Aunt Bessie’s ads will air during the show at times that replicate how long it takes to roast a chicken and cook Aunt Bessie’s Yorkshire puddings. A real-time shot of an oven timer will correspond with the time the ad airs.

Tim Lovejoy, the presenter of Sunday Brunch, appears in the ten-second ads, which were created by Sassy Films.

A video-on-demand campaign on 4oD and Demand 5 will be activated when the weather is between 4°C and 10°C. The spot tells viewers, "It’s cold outside, so warm up with a roast. Upgrade your roast chicken with Aunt Bessie’s Yorkshires."

Lorraine Rothwell, the head of marketing for Aunt Bessie’s, said: "This campaign demonstrates that it is the perfect accompaniment to any meat and reaches the British public at a time when they are most likely to be planning or considering their next roast dinner."

The campaign was planned and bought by the media agency Vizeum across TV, video on demand and mobile platforms.

Tim Jones, a business director at Vizeum, said: "We’ve identified key moments that trigger consideration among the brand’s target audience to deliver our product message at precisely the right time, dependent on weather and cooking habits."