11 January 2013
Premier Foods is launching its first ever TV campaign to promote new Bisto Stock Melts.
Premier Foods is launching its first ever TV campaign to promote new Bisto Stock Melts. The range of individual pots of concentrated stock are made with herbs, seasonings and real meat juices, helping to “make mums meals the tastiest home-made meals ever”.
The £1.3m integrated campaign kicks off on January 19th, and focuses on homemade family meals with a 30 second TV execution featuring a real family, shot, directed and scripted by kids. The new TV advertising campaign runs for ten weeks until the 31st March. There will be two versions of the advert showcasing Bisto Stock Melt Beef flavour and Bisto Stock Melt Chicken flavour.
Libby Newcombe, Innovation Controller, Bisto, says: “By using a real family in the advert it creates warmth and intimacy demonstrating the importance of families eating together. With more and more consumers cutting back by staying in and cooking at home, Bisto Stock Melts offer consumers a high quality and easy-to-use stock product. The new advert aims to attract new customers to the category driving an estimated incremental sales of +£4.8m5 in a category which is currently worth £114m, and drive awareness for Bisto Stock Melts. The range is already worth over £1m since its launch in August and we anticipate this strong campaign will drive further sales.”
Stocks represent a credible short cut for home cooking. With the continued growth in importance of home-prepared meals and as households cut back on dining out4, there is a clear opportunity to grow the category with a product which is relevant to consumers in both format and quality perception.
The pack size is tailored to today’s economic environment and delivers a premium proposition at an affordable price. The unique ‘flip-top’ pack also allows for easy and convenient home storage.
Bisto Stock Melts has an RSP of £1.89 for six pots. The product is available in Beef, Chicken and Vegetable variants all of which are free from artificial flavour enhancers, preservatives and colours.
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For more information, please contact Carrie Pitt or Chloe Jones at Cirkle on 01494 680727 or at [email protected]
10 January 2013
17 January 2013
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