Our idea was inspired by a simple truth – in the UK, one million older people go for over a month without speaking to anyone.

We wanted to help change this, and find a way to bring back a sense of community to lonely elderly people.

What better way to do this than around arguably the most important symbol of togetherness in family life – the Sunday Roast.

Bisto partnered with charity Contact the Elderly to launch Spare Chair Sunday - a project that encouraged families to invite a local older person to their Sunday lunch.

A TV and radio campaign drove people to the website (www.bistotogetherproject.com), where volunteer hosts could sign up to offer a spare chair at their table. They were then matched with an older person in their local area.

This idea did more than simply bring awareness to a situation, it actually facilitated action.

We needed families with a space at their table to offer to host a Spare Chair Sunday. So we targeted them with TV, radio and social spots at relevant times - such as dinner time when people were naturally sitting with their own family eating their dinner.

Each communication drove people online to the Bisto Together Project website, where they’d enter their details. They were then matched up with a lonely older person in their local area, and the Spare Chair Sunday was arranged.

• Over 5,500 people have signed up, most groups that have taken part are looking to make it a regular occurrence.

• The activity reached 2.6 million adults across the country and the charity achieved 63% of its five-year sign-up goal within four months.

• The cause grew beyond our initiative, with many more setting up their own lunches and some even telling Bisto the campaign reminded them to see their older relatives more often.

• Spare Chair Sunday contributed to Bisto achieving it's highest ever 4 w/e brand share in December at 80.3% and also supported growing the Best brand by 20% in December.