Talking Retail Grocery and product news for independent retailers
The advert will debut tonight (12 October) during Channel 4’s Great British Bake Off and will remain on air until March 2022, supported by a partnership with Global Radio.
Bisto said much of its growth in 2020 can be attributed to the success of its Bisto Best range, as consumers wanted the “comfort and familiarity” of the Bisto brand and to treat themselves and their families to more premium options.
It said Bisto Best delivered 31% value growth as a result, significantly ahead of the category which grew at 22%.
Savan Sabharwal, marketing controller for Bisto at brand owner Premier Foods, said: “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.
“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.”
