Aunt Bessie’s is embarking on a modern makeover with a new marketing strategy, communications route and visual identity and a campaign called ‘Bring out the Bessie in you’.

Hannah Haas, marketing director at Aunt Bessie’s, commented: “’Practicality’ and ‘easiness to prepare’ have been the driving forces for the increased midweek consumption of a roast meal, with consumers considering it to be easier than ever to prepare. Our latest £5m Bring out the Bessie in you campaign is centred on this insight and aims to show the nation just how easy it is to enjoy a roast at any time of the week.

“This is a big bet for us and we’re supporting the campaign with our biggest ever investment. We’ll also be introducing new packaging in the New Year featuring mouth-watering food photography and rolling out bespoke shopper activations. To ensure we have a consistent look and feel across all channels, the Aunt Bessie’s website recently received a modern facelift.”

As part of the new campaign the brand is launching a competition, where one retailer will win a Roast & Ramble for their local community.

Haas explained: “There’s something wonderfully British and nostalgic about this time of year. As it gets colder outside, the thick socks and wellies make their reappearances, and the Sunday walks with friends and family (and dogs!) return, before heading home for that delicious roast dinner together.

“Our Roast & Ramble competition is centred on bringing to life the joy that roast dinners bring to people, whilst putting the local convenience store centre stage as the host. We’re looking to reinforce how quick and simple they are to make, any day of the week.”

The winning retailer will see the Aunt Bessie’s van pitch up outside their store to kick-off the ramble on Sunday 16th December, while five runner-up stores will win two cases of each core line. Customers will be handed Roasties and Yorkshire puddings and a route map for the community ramble. On their return to the store – post ramble – participants will receive an Aunt Bessie’s bag containing everything they need to prepare a roast dinner for their friends and family that night.

The winning store will also receive promotional support in the lead-up to the event to drive awareness and bring the community together.

Retailers have until Friday 23 November to enter. All they have to do is send a picture message to 07944 113972 or, featuring their in-store freezer displaying three core Aunt Bessie’s products:

  • Aunt Bessie’s 12 Golden Yorkshires
  • Aunt Bessie’s 700g Roasties
  • Aunt Bessie’s Honey Glazed Parsnips.