Bisto: ‘Aah Night'

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. The ‘Aah night’ campaign made the brand culturally resonant again by helping families to spend more dinner times together. Communications enabled Bisto to exceed growth targets for value sales, value share and meal occasions and increase penetration by attracting a younger audience. Communications have delivered a payback of £1.59 for every £1 invested, exceeding the FMCG norm by 60%.