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Creating the ‘Ta-Da!’ moment for Aunt Bessie's

Evolution of a much-loved brand
Creating the ‘Ta-Da!’ moment for Aunt Bessie’s image
Aunt Bessie’s



Roast dinner is how many of us show care for our loved ones, and Aunt Bessie’s evolved proposition captured this as ‘Caring is the hardest thing we do’. Our challenge was to communicate that moment of pride and shared excitement when you serve a bowl of beautiful Yorkshires on the table. Consumer eye-tracking research showed that the frozen aisle had become busier with new entrants, making shopper navigation difficult, so this was an opportunity to hero the product and simplify the pack. A key focus was to make the pack more accessible for visually impaired (VI) people by adding Navilens technology, allowing VI people to scan the pack from a distance to access the product information, rather than having to find small elements close up, like a QR code.

What we did

Shifted the design focus from communication around how the product is made, to celebrating the moment of serving a roast dinner with a proud, hero product image, bursting out of the pack for that ‘Ta da!’ moment. Working collaboratively with Aunt Bessie’s, the RNIB, and our own technical print team, we enabled Aunt Bessie’s be the first brand in the world to put this ground breaking technology on frozen food packaging [1].


Simplifying the key assets of product image, brand mark banner, and product banner, means that shoppers now shop the brand quicker and more confidently, driving sales increases on launch. The Navilens technology has received great feedback from users, who say it allows people to shop in an inclusive and accessible way [2].

Read more about how we added some festive spirit to Aunt Bessie to support a new Xmas product launch here.

Cannot recommend Sun branding highly enough – from strategy to execution they are en pointe and an absolute pleasure to work with. They really are an extension to our marketing team and always offer innovative yet practical solutions even outside their area of expertise – great agency.

Samantha Dolan
Head of Marketing
Aunt Bessie’s

[1] Linked In – Aunt Bessie’s becomes the first brand in the world to put the ground-breaking NaviLens technology on frozen food packaging!

[2] RNIB article – How NaviLens helps people with sight loss get the information they need