Bisto has launched its first TV advert in six years, with a £4 million campaign to air on Channel 4 during The Great British Bake-Off.
The advert is set to “drive relevancy among a new generation of consumers” and draw consumer interest in the brand over the countdown to the Christmas season.
Alongside The Great British Bake Off, the campaign is also set to feature a partnership with Global Radio.
The advertisement will air from October 12 2021 until March 2022 in an effort to “continue momentum after a strong sales year.”
The business reports that it grew 30.8 per cent over 2020, which it attributes to its Bisto Best range, and said that it aims to boost its brand awareness as the winter approaches.
“Our latest campaign will help us continue to strengthen brand perceptions among new and existing shoppers, whilst delivering relevancy and consideration of Bisto Best for a broader range of meals particularly among a new generation of gravy consumers,” Bisto marketing controller Savan Sabharwal said.
“By hero-ing Bisto Best within our TV creative, we’re helping to encourage shoppers to experience our more premium offering – driving category growth and additional basket spend.