Charlie Bigham’s: Meet Charlie Bigham, you couldn’t make him up

Charlie Bigham’s, a UK ready meals brand, drove penetration and awareness on a budget by differentiating itself from the category, drawing on the founder’s passion for good, home-cooked food.

Executive Summary

The name 'Charlie Bigham' typically tends to elicit one of a few, very different reactions, mostly to the effect of…

'Charlie Bingham's? That posh ready meal from Waitrose?' (btw, it's Bighams NOT BiNghams. There is no 'n' in his name).... or
'I love the Chicken Tikka Masala/ Fish Pie/ Sticky Toffee Pudding/[insert individual's favourite CB dish]! It's the BEST!'.... or
'Charlie who?'

For a brand that's been kicking around for 25 years, Charlie Bigham's has somehow managed to fly under the radar for an extraordinarily long time, despite a steadily increasing portfolio of incredibly delicious, freshly...

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