When it comes to measuring effectiveness, the Premier Foods CMO describes himself as simultaneously taking a data-led approach, while also being aware of the limitations of data. When you’re having a roast with your friends you’re there to build some bonds and share some stories. It’s not transactional, it’s not on-the-go eating,” Erceyes notes. Innovation is absolutely critical, it’s the lifeblood of our business and every brand in our portfolio has to have a three-year innovation pipeline. Yilmaz Erceyes, Premier Foods While this is a new execution, the ‘Aah Bisto’ tagline remains at the end of the ad, a core distinctive asset Erceyes insists the brand will never move away from. Having such a distinctive brand cue is not something he takes for granted, with Erceyes characterising such assets as the biggest drivers of effectiveness.

However, Erceyes insists the team does not approach campaigns with a mindset of: ‘We like TV, let’s do TV’. Instead, the marketers consider the objectives and decide the best way of meeting them. There are currently 18 varieties of Bisto gravy. The table below lists them all, along with which are suitable for vegans and vegetarians. Bisto gravy Developing a distinctive asset takes a lot of time, consistency, investment and money. You would be throwing away the effect you achieved over the past decades if your distinctive asset has been around that long, which is true for Bisto. If you’re trying to create a new distinctive asset you’re throwing away all that investment and the halo effect of that investment,” says Erceyes. The plan for 2021 and beyond is to keep investing in marketing. All the big six brands will remain on air, with Bisto and Oxo coming onto screens for autumn due to the seasonality of the products.Unless there is a “massive strategic reason” to change a distinctive asset the Premier Foods CMO would not advise doing so, although he sees a wider trend in the FMCG sector to reposition far too often.

The Premier Foods CMO is convinced of the need to keep investing in brands even when you’re the market leader, because otherwise you risk losing relevance in the mid to long term. When we did consumer research analysing what [happened] if we portrayed that togetherness by bringing friends together, we got some incredible reaction from our consumers and that was true during the pandemic. Although the work happened throughout the pandemic, there is some timelessness about bringing friends together and the importance of friends in your life.”

Bisto Best... Makes meals extra special!

You should keep an eye on the fat content of homemade gravy however as well as the sodium content in gravy granules, we would recommend measuring out your pour of gravy rather than pouring and estimating the syns. General Syn Values Of Gravy Premier Foods is a big believer in the power of TV, with six of its brands – Mr Kipling, Bisto, Oxo, Batchelor’s, Sharwood’s and Ambrosia – all on air this year.