Aunt Bessie's in strapline revamp

Aunt Bessie's, the Yorkshire puddings-to-ready meals brand, is preparing a multi-million pound TV campaign introducing the strapline 'Aunt Bessie's.

You know you're home.'

The line will replace 'Comforting stuff' and is the first activity under marketing director Mark Jaffe, who was formerly European marketing director at Orange Glo.

It is the first work developed by Aunt Bessie's ad agency Euro RSCG London, which won the account from Soul last month.

Separately, Aunt Bessie's is expanding its portfolio and targeting the £24m frozen potato wedge market with the launch of Homestyle Jacket Wedges.

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