Charlie Bigham’s has invested a further £1.7m in a media push aimed at challenging “preconceptions” of the ready meal category and recruiting northern shoppers.
The posh ready meals brand, which has traditionally localised its TV adverts to London and the south of England, has expanded its remit to the north of England this year to “reach new audiences”.
Its TV campaign – which sees the a return of its 2024 advert, starring the voice Charlie Bigham himself, alongside author and TV presenter Richard Osman – is currently in its second three-week burst of 2025.
The updated TV mapping reflects the broader reach of Charlie Bigham’s national radio campaign, running across 275 UK radio stations.
Meanwhile, its out-of-home advertising push, which launched with an initial burst in October and November, is primarily focused on London and the surrounding areas.
A further two-week push, launching this week, will see the brand splash ads across 220 railway and underground locations.
“This integrated campaign across OOH, radio and TV marks another pivotal step in our mission to become the first choice for those seeking an alternative to cooking from scratch,” said Charlie Bigham’s CEO Patrick Cairns.
“With Charlie’s authentic story, amplified by Richard Osman’s involvement as a recognisable voice and household name, we’re poised to further strengthen our brand narrative and positioning, with a view to extending our category share.”
Following the launch of its £4m campaign last year, value sales of Charlie Bigham’s ready meals grew by 9.9% to £15.9m, on volumes up 8.9% [NIQ 52 w/e 7 September 2024].
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