Yorkshire pudding may be the classic accompaniment to roast beef but a new interactive campaign for Aunt Bessie’s is aiming to get consumers to tuck into the signature dish from God’s own country with any roast dinner.
The campaign, fronted by Tim Lovejoy, will span TV, video on demand and mobile platforms and has been put together by media agency Vizeum. The creative is by Sassy Films.
It comes in response to Kantar data which shows a growing preference for roast chicken over beef, although with beef about four times the price of chicken quite why they needed Kantar to tell them that is anyone’s guess.
The activity includes a four-month partnership with the Channel 4 weekend show Sunday Brunch, and three ads featuring Lovejoy – who hosts the TV show – will air during the programme’s ad breaks to align Aunt Bessie’s Yorkshire Puddings with chicken dinners.
Each ad will be delivered at strategic times over the course of the show to replicate the time it takes to roast a chicken and cook Aunt Bessie’s Yorkshire Puddings to accompany the meal. This will be demonstrated through a real-time shot of the oven timer that will correspond with the time that the actual ad airs.
Meanwhile, reactive video on demand overlays on Channel 4 and Five platforms will be activated when the weather drops below 10°C but remains above 4°C. The creative is designed to boost take-up with the message: “It’s cold outside, so warm up with a roast… Upgrade your roast chicken with Aunt Bessie’s Yorkshires.”
Lorraine Rothwell, Aunt Bessie’s head of marketing at The William Jackson Food Group, said: “Roast dinners represent one of the UK’s most distinctive and loved dishes but not everyone is fully aware of the versatility of our Yorkshire puddings. This campaign demonstrates that it is the perfect accompaniment to any meat and reaches the British public at a time when they are most likely to be planning or considering their next roast dinner.”
Vizeum business director Tim Jones added: “Working with Aunt Bessie’s we’ve identified key moments that trigger consideration among the brand’s target audience to deliver our product message at precisely the right time, dependent on weather and cooking habits. By collaborating with different media partners, we firmly believe we’ve managed to put a campaign together that includes truly interactive and innovative executions within category.”
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Yorkshire pud anyone? Aunt Bessie’s tries to get you to have them with every roast http://t.co/3k1ZHRnqMa #advertising #digitalmarketing