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The campaign is running throughout autumn and winter and includes a TV advert and video-on-demand, digital, and shopper activity, as well as an influencer campaign, featuring Aunt Bessie’s core products.
Aunt Bessie’s said the campaign “shows what it means to care for loved ones, highlighting the honest reality that doing so is often accompanied by challenges”.
Sam Dolan, head of marketing at Aunt Bessie’s, said: “This campaign was in development long before the challenges we have all faced in recent months, but the focus on what it means to care has perhaps never been more appropriate.
“We have also seen the importance of the roast dinner come to the forefront again. This is a time which is tied to many different warm memories and traditions which can bring warmth and unity to families.”
Roast dinners have seen a 5% year-on-year increase, said the brand, especially on Sundays with 39% of all roast dinners being consumed then.
