Ready meal brand Charlie Bigham’s is returning to UK TV screens this week with a new campaign that celebrates its founder’s food ‘philosophy’ and commitment to quality.
Developed in partnership with creative agency VCCP, the creative is centred around a 30-second animated spot that introduces Bigham’s personal story and sheds light on his hands on involvement in creating his brand’s collection of ready-made dishes.
With media planning and buying handled by Electric Glue, the hero film was directed by Blinkink’s Isabel Garrett and is narrated by Charlie Bigham himself, alongside TV personality Richard Osman.
“This is a significant moment in our mission to increase brand awareness amongst consumers who are looking for a freshly prepared alternative to home cooking,” Charlie Bigham’s CEO, Patrick Cairns said.
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“Our recent advertising has demonstrated that our audience identifies with Charlie’s passion for food, which has delivered a four fold increase in first brand choice. This new campaign is the next step on our brand journey and we are confident that it will drive sales in 2024.”
The UK-wide campaign will run through to 15 March across TV, audio, digital out-of-home, organic and paid social on YouTube, Pinterest and Meta.
VCCP London deputy ECD, Ross Neil added: “In most creative projects, the instinct is to keep adding more and more. However, simplicity proved crucial for capturing Charlie’s world, as originally envisioned by illustrator Emily Sutton.
“Striking a balance was key; too much detail would’ve overpowered the charm we sought – like over seasoning the perfect fish pie (sorry for that analogy). The challenge lay in animating Charlie authentically. The solution – a tight-knit team fostering honest conversations led to a film we’re immensely proud of. This is the start of a new chapter in Charlie Bigham’s story.”
