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. At 3 syns for 100g, you could have up to 500g of mayflower gravywhen prepared before using all of your daily syn allowance, making it a great low syn gravy choice. Mayflower gravy is low in syns thanks to its low fat and sugar content, containing minimal oil. Erceyes explains the company frequently uses TV due to the high household penetration of its brands. The belief is that the most effective way of sustaining brand equity and driving further penetration is to leverage a mass reach medium like TV. With Premier Foods having committed to creating “emotionally engaging” advertising for its core brands, the new campaign is designed to promote Bisto’s relevance to a new generation of consumers, particularly young families, over the “key winter season”. The creative heroes Bisto Best products, which over the past year have delivered 30.8% in value growth, ahead of wider category growth at 22%. To conclude, Gravy is slimming world friendly with homemade and instant gravy having between 0.5-3 syns a serving for 50ml. This makes it a great flavouring for meat and veggies when you want to keep a meal syn friendly.

E635 can be made from plants or animals. The E635 that Premier Foods use in Bisto is derived from a vegetable source and so it is suitable for vegans. The use of E635 is not a reason for vegans to avoid Bisto gravy. Which varieties of Bisto gravy are suitable for vegans and vegetarians? Erceyes believes these assets are timeless, with the ability to “amplify” effectiveness by tapping into existing memory structures in consumers’ minds. Finding the best mixWhen 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.” 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

When we look at all our brand campaigns across the board and do the marketing mix modelling after the campaign period, we always see even the short-term return on investment is significantly ahead of industry benchmarks and averages,” says Erceyes. For us it’s mission critical. Innovation and brand building-led growth is at the core of our growth strategy as a company and our business model is we innovate, we invest in our brands, we deliver leading growth and part of that growth we reinvest into our brands,” Erceyes explains. Our objective is to keep driving that virtuous cycle. We were really successful doing it even three years prior to the pandemic. Obviously, the pandemic caused a huge boost in our business thanks to the fact we’ve been able to keep colleagues safe and our operations going.”The campaign includes a partnership with Global Radio and represents Bisto’s biggest ever in-store Christmas activation, as well as a major TV push. 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. 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. It also has to be effective from a cost per reach point of view and although the dynamics are changing, if you look today in the UK in FMCG the best, most effective way of reaching masses – and delivering that rich audio visual stimuli that drives brand equity, engages consumers and drives that emotional connection – is TV,” he argues.

He describes Bisto as one of the nation’s favourite brands, boasting close to 50% household penetration, which means roughly one in two homes buy the gravy brand at least once a year. While such high levels of awareness would make it easy for a brand to take its foot off the gas, the belief at Premier Foods is consistent brand building helps keep products relevant for generations. 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 Those types of use occasions and consumption you don’t see in our above the line campaigns because they need to show the most common use of the brand, but to drive reappraisal the best way we’ve found is via digital,” he explains.Sometimes we underestimate how difficult it is to create a distinctive asset and sometimes we believe we have a distinctive asset behind our brands, but actually in consumers’ minds it is not. They can’t associate that with your brand if they’re exposed to it. So, it takes a lot of investment and consistency. There might be times when you need to replace it, but you do it at your own peril.” 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.