AUNT BESSIE'S

The frozen food company significantly raised awareness of its roast dinner range and reached nearly half a million additional people by adding Instagram Stories to its ad campaign.

THE STORY
Bringing families together

Aunt Bessie’s is a frozen food company based in the UK. It offers a range of products that complement a roast dinner, from Yorkshire puddings to roast potatoes. Aunt Bessie’s goal is to help families enjoy meals together without the hassle of cooking from scratch.

7.8-point

lift in ad recall by adding Stories

39%

decrease in cost per person who recalled the ad

460,000

additional people reached by Stories

6.6%

increase in people reached by Stories

We have found Instagram and its family of apps to be a great way to deliver incremental reach on top of TV to a highly engaged audience. This campaign over delivered against the majority of benchmarks and as a result we’ll be continuing to invest and grow on Instagram and Facebook as part of our media mix.
JONATHAN WRIGHT, BRAND COMMUNICATIONS MANAGER, AUNT BESSIE’S
THE GOAL
Showcasing the roast dinner occasion

Aunt Bessie’s hoped to raise awareness about its key message—that it helps families enjoy quick and delicious roast dinners—while boosting campaign efficiency and reducing costs.

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THE SOLUTION
Assessing the value of Stories

Aunt Bessie’s wanted to drive brand awareness in the most efficient way possible. It decided to conduct a brand lift study that compared the effectiveness of using ads in Instagram Stories and feed rather than ads in feed alone.

Working with its creative agency, Aunt Bessie’s developed a series of videos around the idea of families coming together to enjoy roast dinners. The brand optimized the video for mobile and to fit various placements, and ensured that they would still work well when viewed with the sound off. Aunt Bessie’s used the reach and frequency buying tool to control how many times people saw the videos per week.

The campaign was targeted to men and women in their 30s who were primarily shoppers with children in the household, and who had an interest in family, motherhood or parenting. The campaign also used automatic placements to deliver ads across Instagram and Facebook in the most cost-effective way.

Aunt Bessie’s campaign was highly successful during the crucial Christmas season, achieving the following between November–December 2018:

  • 7.8-point lift in ad recall by adding Stories

  • 39% decrease in cost per person who recalled the ad

  • 460,000 additional people reached by Stories

  • 6.6% more people reached with Stories