Charlie Bigham's: Posh ready meals
The Leaflet Company
Victoria Russell, George Blyth, Charly Kemp, Sophie Williams,
Big Fish Design – Creative.
How did the campaign make a difference?
This campaign allowed Charlie Bigham's to understand its key metrics for a relatively low investment, enabling rollout to households within the catchment areas of 250 Waitrose stores.
What details of the strategy make this a winning entry?
Charlie Bigham's was founded in 1996 with the aim of creating really delicious, top quality dishes made with the love and attention you get from cooking yourself. Unlike some competitors with access to multimillion-pound advertising campaigns, Bigham's needed a medium that was discreet and targeted to create greater awareness of a premium product. Door drop allowed these factors to be employed at a low entry cost. The trial Waitrose stores were chosen to provide the most representative results (stores had posted average sales for Bigham's over recent weeks). The stores selected were isolated from others so redemption would most likely happen there, to be measured against control stores. Distribution areas were carefully determined via competitor locations, store size, market share, number of parking spaces, road network and transactional data to determine postcode sectors where the top 50% of spend would come from. Within this area, Acorn overlaid Waitrose shoppers to pick the sectors most likely to contain the right demographic target, mainly aimed at couples. Through previous couponing, Bigham's had isolated high-value coupons as the perfect driver.