Aunt Bessie’s is launching an £8m marketing push to encourage more Brits to serve Yorkshire Puds with chicken.

There was a big opportunity to grow the Yorkshire Puds market, said Aunt Bessie’s. According to Kantar Worldpanel data, chicken accounts for 45% of all roast dinners, while beef appears in just 19% of roasts. Currently, Yorkshire Pud was served with just 19% of chicken roasts compared with 38% of beef roasts, added the supplier.

Activity will include a revamped recipe for the brand’s Sage and Onion Yorkshires and a new pack design for the core Golden Originals puds, which no longer features beef in the image and shows chicken in the background.

A TV ad airs during The X Factor on Saturday, and features regular Aunt Bessie’s characters Margaret and Mabel spying on their neighbours eating a roast chicken dinner with Yorkshire Puds. Seven months of TV will include bespoke idents as part of the brand’s ongoing sponsorship of The Chase on ITV1, and a 17-week link-up with Channel 4’s Sunday Brunch. The push will also feature in-store and online activity.

“Chicken is easy to cook and cheaper than some other meats - it has more universal appeal,” said Aunt Bessie’s senior brand manager Claire Glen.

Aunt Bessie’s claimed chicken represented a potential 85 million more serving occasions for Yorkshire Pud annually, with the number served with Yorkshire Puds up 5.6% in the past year [Kantar Worldpanel 24 w/e June 2014].