Luxury ready meal brand Charlie Bigham’s makes TV debut

Luxury ready meal brand Charlie Bigham’s will launch its first television ad next week (Monday 2 March) as it aims to solidify its position within the premium food aisle at UK supermarkets.

The ad, which is part animation and part food photography, features a cartoon couple sharing banter over one of the range’s Fish Pies (£7). The fictional characters already grace the packaging of the full Charlie Bigham’s range.

Although the ad will initially debut within the south east region through ITV’s Meridian regional coverage, there are plans to roll out the ad nationally later this year.

Paul Weiland, executive creative director of Contagious London, the agency which developed the 30 second ad, says he is confident ‘this will be the start of a great nationwide campaign.’

Charlie Bigham’s ready meals currently retail in Waitrose, Sainsbury’s and Ocado for a set price of £7 and also feature meal types including macaroni cheese, thai curries and lasagne.

The brand has grown from £5m to £32m in retail sales value over the last five years. Its positive performance occurring despite the premium ready meals sector falling in value by 1.7% to £310m for the 52 weeks ending 7 December 2014 [Kantar Worldpanel].

“It is fantastic that our food is now available in lots of stores, and what better way to spread the word than to share our story on TV,” said creator Charlie Bigham.

“We’re really excited to work with such a creative and recognised director, helping even more people to discover our food across the UK.”

Earlier this month, budget frozen ready meals retailer Iceland launched a new campaign featuring products including premium scallops and ostrich fillets in a bid to speak to a more affluent customer.

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