Bisto - Aah Night: how Bisto turned gravy granules into family togetherness

Peter Wilson

This paper is a story of brand rejuvenation of a Great British invention: gravy. Bisto’s problem was that it no longer played a relevant role in the lives of modern British families.

Bisto - Aah Night: how Bisto turned gravy granules into family togetherness

Principal Author: Peter Wilson – McCann Erickson Advertising

Contributing Author: Hitesh Mistry – Ninah Consulting

EDITOR'S SUMMARY

Founded on genuine consumer insight and a clear understanding of the needstates of modern families, this paper is a story of brand rejuvenation of that Great British invention: gravy. Bisto no longer played a relevant role in the lives of modern British families until the ‘Aah night’ campaign made the brand culturally resonant again by helping families to spend more dinner times together. Communications using familiar channels such as TV and...

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