Aunt Bessie's is a much-loved food brand known for feel-good meal solutions that make busy everyday lives a little easier.

The challenge

Everyday life is busy, and Aunt Bessie's wanted its campaign to speak to that reality. The brief was to build advertising around the challenges of hectic weekdays and position the brand's meals as the feel-good solution, all in the brand's proud, positive and playful tone of voice.

The solution

Working with the team at Initials, I developed an advertising campaign centred around the challenges of busy everyday lives and the feel-good meal solutions that make them a little easier.

Adopting Aunt Bessie's proud, positive and playful tone of voice, I helped transform weekdays into win-days and Sunday roasts into weekday boasts.