Charlie Bigham’s premium ready meals launch first campaign

Charlie Bigham’s, the premium ready meal brand, is launching its first advertising campaign to build brand awareness as it looks to tap into recent growth in the market.

The brand hopes to build on the 20% growth it reported last year by investing in marketing.

The £1m campaign includes press advertising in food magazines including Waitrose Kitchen, an outdoor campaign in November and additional social media, sampling and PR to drive awareness and trial.

Charlie Bigham’s has also redesigned its packaging with illustrations and lines of conversation between couples enjoying a meal.

The brand claims it is appealing to the 13m strong market of couples leading busy lives such as those reflected in BBC TV show Outnumbered.

The brand offers hand prepared ready meals made from fresh ingredients created to save consumers time but provide high quality food at the same time.

The brand has also launched five new recipes to underpin the marketing activity including fish pie and Moroccan chicken tagine.

The ready meal category is growing and Waitrose, Marks & Spencer and Northern Foods have all reported a rise in sales in the past month.

Premium ready meals grew in popularity during the recession as retailers such as M&S launched initiatives like the Dine in for £10.

Convenience retail group Spar relaunched its own brand evening meals range earlier this month supported by a £1.5m campaign to widen perceptions of the dinner options available.

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