Family run frozen food company Aunt Bessie’s Limited and their licensed partner on the frozen potatoes portfolio, Heinz, have appointed VCCP as their joint creative agency to work across the brand portfolio.
VCCP’s first project will be for the new Aunt Bessie’s advertising campaign, scheduled to launch in Autumn 2009. Creative is currently in development but the campaign focuses on Aunt Bessie’s core heartland products of Yorkshire Puddings and Roast Potatoes, and will incorporate TV.
The appointment comes as Aunt Bessie’s Limited announced they are increasing spending by 20%, investing an additional £1millon in the brand for the 2009/10 period. Despite a gloomy consumer outlook, the frozen food industry has seen resurgence in recent months and Aunt Bessie’s continues to perform well.
Clare Field, Marketing Director at Aunt Bessie’s Limited said, “In the coming months we want to take the Aunt Bessie’s brand to the next level and deliver a communications strategy that really helps meet our brand objectives. We felt that VCCP were the right agency for this project and look forward to a successful partnership.”
Paul Sternlieb, Marketing Director for frozen potatoes at Heinz said, “We’re pleased to be working with Aunt Bessie’s Limited in the appointment of VCCP as our new creative agency for the collective Aunt Bessie’s brand. Together we are also leveraging an existing relationship with Vizeum to deliver our combined brand objectives”.
In addition to the appointment of VCCP, Aunt Bessie’s Limited have also consolidated media buying agencies with Heinz to Vizeum.
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