Bisto unveils first new TV ad in six years


Bisto is back on TV this autumn with its first new ad creative in six years, as part of a £4m campaign, heroing its premium Bisto Best range.

Running until March 2022, the advert aims to generate maximum brand awareness during the key winter season and continue momentum after a strong sales year.

Much of the gravy brand’s growth in 2020 was attributed to the success of its Bisto Best range, which delivered 30.8 per cent value growth, significantly ahead of the category which grew at 22 per cent.

The latest TV advert is an evolution of the brand’s former ‘Togetherness’ campaign, and is set to showcase wider uses for gravy, beyond the traditional roast dinner, to resonate with today’s consumer and modern meal occasions.

“By heroing 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,” Savan Sabharwal, marketing controller for Bisto at Premier Foods, commented.

“We know that brands like Bisto played an important role during pandemic mealtimes, as people turned to products they trusted and which could provide comfort during challenging times. Our opportunity now lies in retaining these new shoppers and continuing to highlight the broad usage occasions for the brand.

“As we head into the key gravy season, our in-store support will also play a key role. This will see us activate our biggest Christmas yet in terms of displays, to truly get shoppers behind the brand this festive season.”

The Bisto TV advert airs from 12 October, appearing during The Great British Bake Off, with the campaign also including strong customer support and a partnership with Global Radio.