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Food Bisto

Kerry Foods unveils its first ad campaign for its Bisto ready meals range


By Gillian West, Social media manager

March 15, 2013 | 1 min read

Kerry Foods has revealed its first consumer advertising campaign for Bisto frozen ready meals, running across national press and women’s magazines from Monday 18 March.

The campaign is designed to reassure customers and highlight the brand’s heritage as one you can trust. The creative features an image of one of the ready meals with the line “Aah now you’re talking… ”linking to the current TV execution.

The ads also include the line “Made with meat from trusted sources!” to assure consumers they can trust the quality of Bisto frozen ready meals in light of the recent horsemeat scandal which has engulfed many competitor brands.

In addition to the advertising initiative Bisto is launching two new pasta dishes to the range: Lasange and Spaghetti Bolognaise. The launch is part of a deliberate strategy by Kerry Foods to fill the gap in the market with a trusted option from a heritage brand.

The new dishes will be supported by a second wave of advertising focusing specifically on the new meals.

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