Centura Foods is pumping £8m into new advertising and packaging for Bisto to reinvigorate the brand and help defend its leadership of the gravy category. The Aah Bisto!' strapline has been dusted off and rolled out again, having made its last appearance on TV in the late 1980s. And the new ads will focus on friends and family situations to show why Bisto gravy still matters to consumers'. Sue Knight, Bisto head of marketing, said: "The advertising will remind consumers that gravy matters and that's why they should buy the best ­ Bisto. We've reintroduced the Aah!' as we know it still holds a warm place in the hearts of Bisto fans." The gravy granules range is to get new brighter packaging and a new lid and seal claimed to make the product more environmentally sound. Point of sale material and display units are available to retailers which want to reinforce the message in store. The commercials, which started airing this week, will run until April next year around programmes such as Coronation Street and Blind Date. Bisto says its £12.7m investment over the last two years has helped drive a 10% growth in the category. {{P&P }}