Bisto: Spare chair Sunday

Gravy brand Bisto used PR, a TV ad and a website to raise awareness and tackle loneliness among older people whilst growing its market share in the UK.

Campaign details

Advertiser: Premier FoodsBrand: BistoAgency: Weber ShandwickCountry: United Kingdom

Summary

The famous British Sunday roast dinner, with lashings of gravy, should be a time of togetherness with family and friends. Yet for 1 in 7 older people, it's the loneliest time of the week.

Together, heritage gravy brand Bisto and national charity Contact the Elderly created Spare Chair Sunday, encouraging the British public to offer a spare chair at their Sunday lunch table to an older person who would otherwise be alone.

The PR reach alone was 110 million – more than...

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