Creative in association withGear Seven

Margaret and Mabel Return to TV for St Luke's New Aunt Bessie’s Campaign

Advertising Agency
London, UK
The Full Monty director Peter Cattaneo shoots latest TV campaign

St Luke’s are proud to announce the launch of their first campaign for Aunt Bessie’s since winning the account in a competitive pitch last year.

The 'Every Day Deserves Aunt Bessie’s' campaign launches with a 30 sec TV commercial promoting the brand’s ‘Homestyle Chips’. The spot features the Aunt Bessie’s characters, Margaret and Mabel, as proud evangelists of the brand on a crusade to help the great British public see the worth of every day and make the most of weekday mealtimes with Aunt Bessie’s products.

The first execution sees them celebrating the much-maligned Wednesday, aka ‘hump’ day, and features the duo riding around Yorkshire on a bike and sidecar towing an Aga full of Aunt Bessie’s goodies. The climax of the ad is the characters feeding the delicious Aunt Bessie’s chips to an overjoyed local community.

The spots were directed by Peter Cattaneo, who is best known for directing The Full Monty and whose recent TV work has included the BBC’s The A Word and Rev.

The TV campaign launched on 29th April during The Tour de Yorkshire on ITV, which Aunt Bessie’s are one of the sponsors of. The Every Day Deserves campaign is part of an integrated campaign that will run across TV, in-store and on- pack, press and digital.

Al Young, Executive Creative Director of St Luke’s said: “Peter Cattaneo has done a fantastic job in delivering us the feel of an upbeat optimistic Ealing comedy.”

Lorraine Rothwell, Marketing Director of Aunt Bessie’s, said: “It’s great to be back on TV again with Margaret and Mabel, driving growth in the category and reminding shoppers that Aunt Bessie’s is about much more than Yorkshire puddings.”