Ambrosia set to show custard as comfort food in its first custard ad for ten years with JWT


By Ishbel Macleod, PR and social media consultant

March 15, 2013 | 2 min read

Premier Foods brand Ambrosia is tonight set to launch a new ad campaign, with the aim of promoting custard as the ‘real comfort food for the modern British family’.

Created by JWT, the ad is the first TV campaign unveiled by Ambrosia Custard in over ten years.

Tracey Follows, chief strategy officer and executive partner at JWT London, said: “This work comes from our deep understanding of what comfort food is to the modern family and recognition that Ambrosia is what makes a pudding. Why settle for dessert when you can enjoy pudding.”

The ‘This is Pudding’ ad will also air in cinemas from 25 March.

Claire Harrison-Church, category business unit director at Premier Foods, said: “Though they’ve always been loved, traditional British puddings are back in vogue, making this the perfect time for Ambrosia to prove its relevance. The aim of the campaign is to reawaken an emotional connection with Ambrosia by making it relevant to today’s modern family. The campaign reminds people just how delicious, wonderful and simple a pudding with Ambrosia Custard is.”

The campaign is JWT London’s first work for Ambrosia since being handed the advertising accounts for several Premier Foods ‘Power Brands’ last year.


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