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Bisto
Using a brand platform for good: Sparing a thought - and a chair - for the elderly

RAN IN: United Kingdom

CLIENT
Premier Foods

Helen Touchais (Brand Director Flavourings & Seasonings)
Helen Warren-Piper (Marketing Director of Grocery)
Naomi Shooman (Marketing Controller)

AGENCY
McCann London *Lead Agency

Nick O'Quinn (Planner)
Theo Izzard-Brown (Head of Strategy)
Christos Cardovillis (Account Manager)
Kate Modeland (Managing Patner)
Georgie Rechner (Business Lead)


Carat UK

Christopher Springall (Comms Planning Manager)


Weber Shandwick London

James Hoyle (PR Director)


SUMMARY

This paper demonstrates how Bisto, a humble British gravy brand that was beginning to lose relevance, re-invigorated their brand platform of 'Togetherness' to bring people together in a new and meaningful way. Not only was it successful for the business – with the highest market share for five years (80.3%) and a 20% increase in sales (YOY) of their premium gravy – but through tackling the issue of loneliness amongst the elderly it also contributed to creating a positive and lasting social change. 

CASE VIDEO


Hero Medium: TV

Medium Featured On Video: INTERACTIVE/ONLINE ;Digital Video ;PR ;RADIO ;Program/Content ;Spots (Radio) ;SEARCH ENGINE MARKETING (SEM/SEO) ;SOCIAL MEDIA ;TV;Spots (TV)

Audience: Families

Objectives: Boomers (45+) ;Mothers

Type: Business to Consumer

Classification: National

Language: English