Grey London Wins Aunt Bessie's Account

Grey London has been awarded the Aunt Bessie’s account following the brand’s acquisition by frozen food giant Birds Eye. The brand will return to British TV screens in autumn 2020.

Steve Challouma, UK general manager at Birds Eye, appointed Grey London who have been the Birds Eye agency of record across Europe since 2016.

Grey London is briefed with creating a brand new campaign to launch the new autumn roast dinner season, starting in September 2020. It will run in the UK on television, supported by digital marketing, PR and in-store activity, among other media.

Sam Dolan, head of marketing at Aunt Bessie’s, said: “We all love a Sunday roast and it’s a meal that brings families together like no other. Aunt Bessie is on a mission to create genuine family moments with our proper tasty food. We are super excited that Grey London will be our new partner in realising our brand’s potential and the campaigns they’ve done so far for Birds Eye proves their pedigree in creating work.”

Grey London CEO Anna Pańcyzk, said: “Roast dinners remain a firm favourite across the nation and Aunt Bessie’s is the brand to give you a helping hand when it comes to creating a real Sunday showstopper. As families – traditional and otherwise – place more and more value on spending time together, Aunt Bessie’s purpose is clear and we can’t wait to get our campaign out there.”

Aunt Bessie’s history dates back to 1974 when William Jackson Group began producing Yorkshire puddings, with Butlins being among the first hospitality groups to make them part of their carvery. In 1985, its Yorkshire puddings were retailed for the first time – under the brand Tryton Foods. Birds Eye acquired the brand, which now makes everything from roast potatoes and dumpling mix to frozen desserts, in 2018.