Client: Aunt Bessie’s
Margaret and Mabel, the nosey neighbours made famous by Aunt Bessie’s 2009 advertising campaign, will be hitting screens for a second outing this Autumn.
The new campaign again sees the pair spying on the family across the road and wondering how the busy mum does it all – work, play and still get proper family meals on the table.
The campaign will showcase Aunt Bessie’s latest NPD to their famous Yorkshire puddings range – Aunt Bessie’s Yorkshire Puddings Perfect for Chicken.
“To support Aunt Bessie’s NPD and move the stories forward we have continued to use our much loved characters Margaret and Mabel,” said a VCCP spokesperson.
“They act as extreme curtain twitchers who don’t understand how modern mothers can work and have time to put together a wonderful family meal at the end of the day. This message is conveyed in a way that shows humour with warmth and Northern charm.”
The ad is running on national TV through until Christmas.
Lorraine Crowe, Marketing Manager for Aunt Bessie’s, said, “This new strategic direction employed by Aunt Bessie’s from last year really delivered against our objectives to showcase the versatility and quality of our products in an engaging and impactful way and is well placed to both continue driving this message but also launching our exciting new products for 2010.”
The campaign forms part of the brand’s £6.5m integrated marketing campaign with the objective of building upon its £151m retail sales value developed over the last 14 years.
Other elements of the strategy include new packaging (designed to give the brand a more contemporary feel whilst also improving taste and quality cues and shelf standout) and the redevelopment of the website.
The new website boosts tips and recipes supplied by Aunt Bessie’s new Canny Cooks panel, led by TV Chef Lesley Waters, as well as other features.