Bisto is one of the U.K.'s oldest brands, but it's struggled to be relevant in recent years, despite expanding into product areas beyond its original gravy granules. Its latest campaign, the "Together Project," by McCann London, is less about the food and more about bringing families together for a meal.
The first of a series of real-life stories shows how Kev, a long distance trucker, is reunited with his family in the Arctic Circle after Bisto took them there to surprise him. The family is shown preparing a Bisto Simply Chicken Casserole as they await his arrival (the spot discreetly promotes a new range of casserole pastes).
The real-life elements of this ad, which ran as a 60-second spot during the U.K. "X-Factor" on Sunday, are what makes it stand out as a genuinely heartwarming piece of film. Bisto will continue with the next true story film in January.