Whilst Mum is feeding the treasured family rabbit it escapes. To help soften the blow of this loss, Mum cooks her family a comforting meal of Aunt Bessie's steak pie and chips. Fortunately, albeit unbeknown to the family, the rabbit is safe and well, enjoying life on the open road.
Filosofia
Communicate the new Aunt Bessie's positioning as a brand that provides comfort for both the provider and the receiver, through traditional food that engenders a shared sense of being loved and is reminiscent of the home made taste that people remember. Effectively communicate that Aunt Bessie's is the provider's secret helper that enables them to keep the show on the road and preserve a sense of normality in a hassled/hectic world.
Problema
Successfully launch both Aunt Bessie's new frozen meat pies and their new brand positioning. Develop a long term, campaignable idea that can work across all product areas. Inspire brand advocates and create cut-through for both the product and the brand.