Bisto launches Promise ad campaign

Bisto has launched its first TV ad for three years that features children who promise to be good in return for "proper food," as part of the Premier Foods' brand's focus on family meals.

The TV ad, created by McCann London, broke during 'Coronation Street' on ITV1 last night.

It will run across the ITV, Channel 4 and Five networks, Sky Media and all UK TV channels until 20 February. Media planning and buying is handled by Starcom MediaVest.

The "Promise" commercial focuses on children and calls for a "commitment to eating a proper dinner as family".

The ad contains scenes of children in different scenarios – sitting in a classroom, in their bedrooms or standing in the kitchen – promising to be good and do their homework or tidy their rooms.

It ends with their pledge: "I promise to be good in return for one night together, eating proper food with proper gravy. We'll do our bit if you do your bit."

Mark Tyldesley, director of savoury at Premier Foods, said he was "excited by the way this latest work refreshes the Bisto 'togetherness' proposition, which makes Bisto one of the UK's best loved brands."

"Promise" is written by art directors Neil Clarke and Jay Phillips and shot by director Tony Barry.

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