Charlie Bigham’s, the premium prepared meal brand available through Budgens, is rolling out its first nationwide outdoor advertising campaign positioning itself as the answer to disappointing evening meals.
The pre-prepared food brand – which saw retail sales grow by over 15% last year – is asking shoppers to question their next choice of convenience food with its new tongue-in-cheek advertising push.
Running for 8 weeks until mid-June, a series of eye-catching adverts from the brand will be rolled out across over 9,000 panel locations, including widespread outdoor London and Tube advertising as well as posters outside supermarket locations up and down the UK. The activity is expected to reach an audience of around 53m, and the campaign has been developed by London-based independent creative agency Creature.
With provocative headlines including ‘Take away the tedium of takeaway’, ‘Knock out the knocked out nonsense’ and ‘Roll over rustled up rubbish’, Charlie Bigham’s wants consumers to turn their backs on poor quality convenience food.
Victoria Russell, marketing manager at Charlie Bigham’s, said: “Our fun, light-hearted and disruptive new campaign emphasises the revelatory moment of discovery that comes with trying a Charlie Bigham’s dish for the first time: we want people to forget having disappointing dinners for good.
”With over 11 million premium ready meal buyers in the UK, there is a big market out there looking for a high quality meal that can be enjoyed without the preparation time. We know from our customers that after tasting a delicious Charlie Bigham’s recipe, there is simply no going back.”
The new creative supports a vibrant new packaging design for the brand’s range of 40+ recipes.
This month also sees the launch of a new World of Grains range which combines grains with a variety of world flavours, including Chicken Katsu Curry and Salmon Teriyaki and two vegetarian meals. Each Charlie Bigham’s dish offers a delicious, convenient meal made with the same care and attention as you would at home.