Persuading foodies that 'once they go Bigham's, they'll never go back.'
Charlie Bigham’s was a premium convenience food brand tainted by its position on the ready meal shelf - a category known for being a last resort that’s all too often a bit of a disappointment. The beautiful potential was that we knew once people had tried a Charlie Bigham’s they couldn’t get enough. But to grow the business, we would need to get more people to discover that first taste.
Born of a consumer insight inspired by our current customers’ feedback, we created a campaign that playfully brought to life the discovery that a Charlie Bigham’s meal is so much better than you would expect of a ready meal. In our executions we playfully and mischievously poked fun at the possible alternatives to choosing a Bigham’s - from microwave meals to disappointing take-aways to even the inconveniences of cooking from scratch.
The creative spanned across national 6$s, 48$s, 96$s as well as press and social. We even took over Chancery Lane with targeted creative for a month. It’s a bit early for any hard metrics, but it’s encouraging to see the response on Facebook and Instagram with consumers across the UK proclaiming their love for the Bigham's brand, reinforcing the core insight that 'once you go Bigham's you never go back'.
Creative Agency: Creature
Chief Creative Officer: Ben Middleton, Stu Outhwaite-Noel
Planner: Nick O'Quinn