How Charlie Bigham’s plans to drive ‘relevant awareness’ in a category it doesn’t ‘naturally fit’
As a premium, fresh-food, branded proposition, Charlie Bigham’s does not fit in with the ready meal category; however, it is these differences that allow it to stand out and deliver “real value” for its consumers, says marketing director Gill Green.
Ready meals are a staple of any supermarket. They are a quick and easy alternative to a home-cooked meal but often convenience comes at the expense of quality and taste. This is exactly what ready meal brand Charlie Bigham’s was looking to overcome when it launched nearly 30 years ago. And as such it doesn’t fit many of the typical associations of the category.
“We find ourselves in a category that we don’t feel we naturally fit,” says marketing director Gill Green. “We don’t talk about ourselves being a ready meal, we talk about ourselves being freshly prepared food.”
