We wanted to launch Bisto’s brand new casserole paste range. But research told us families are eating together less and less frequently - and since no one makes a casserole for one, this was bound to affect our sales.

So we created the Bisto Together Project – a quest to bring those who cannot be together, together. And we launched with a high-impact event, grabbing the attention of the national media, and helping London families get together for mealtimes around the dinner table.

The event was informed by insights garnered from a national survey, and involved the design of 70 unique foldaway tables – to help the 1 in 7 families who didn’t have a dinner table, often due to lack of living space. When placed together, they created a massive billboard in one of London’s busiest neighbourhoods, which was deconstructed as the tables were distributed to the most deserving passing families.

Ever since 1908 Bisto has been the much-loved British gravy brand, bringing everyday meals and families together. In this campaign we show that Bisto sill has a role to play in modern Britain, while still retaining its timelessness. The 'Together Project' features real British people & their stories – overcoming various barriers to bring them together with loved ones to share a meal. This range of people were selected to feel at once nostalgic, whilst also being relatable to contemporary families.

We first identified a category of people who were being kept apart. The mine closures in the 80s famously ended in millions of families and hundreds of towns being torn apart – and so our research team went out into an old mining community, and knocked on doors, and spoke to the old unions, until they traced a group of friends who genuinely hadn’t seen each other since their mining days.

All 70 limited edition tables were taken by members of the public within just 11 minutes. Our team was on hand to ensure that the most deserving families were the benefactors.

The event generated £65,943 in PR value, with pieces in national publications including The Times, Daily Mail Online and The Mirror Online.

It contributed to an extremely positive campaign, and Bisto achieving the best commercial performance in the Premier Foods portfolio – with sales up by +13.1% YOY, along with a significant increase in spontaneous awareness, and primary consideration.