Charlie Bigham’s has returned to UK TV screens with a new campaign for its handmade, freshly-prepared meals, celebrating its founder’s food philosophy and commitment to quality.
Created in partnership with its agency, VCCP London, with media planning and buying by Electric Glue, the new campaign introduces a new brand platform with the message: “Handmade in Charlie Bigham’s kitchen, cooked in yours”.
The animated 30” spot titled ‘Meet Charlie Bigham’ sits at the heart of the campaign, introducing Charlie’s story and following his hands-on involvement in creating the dishes which grace the dining rooms, living rooms and kitchens of homes around the UK.
Featuring the illustration of Emily Sutton, who designs Charlie Bigham’s packaging for Big Fish, the film was directed by award-winning animation director Isabel Garrett of Blinkink, and shows Charlie picking ingredients in the market and designing new recipes in the tasting kitchen. Voiceover for the TVC is provided by Charlie himself and by Richard Osman, who has previously voiced Charlie Bigham’s audio campaigns.
The campaign challenges preconceptions of ready meals as mass-produced products that compromise on quality. Charlie Bigham’s rejects the term for its products as each of its dishes is handmade, freshly prepared and never frozen.
The new trail introduces Charlie to TV audiences for the first time, with the voiceover pointing out that: “You couldn’t make him up, even though most people think that we have!” It goes on to tell the story of Charlie’s travels 25 years ago which inspired him to create prepared meals with high-quality ingredients, and how this grew into the much-loved brand.
The film is underpinned by a 360-degree campaign that will be rolled out across TV, radio, OOH, social and PR. This will be managed by an agency team comprising Electric Glue for media planning and buying, MK21 for social channels and Sunny Side Up for PR.
Ross Neil, deputy executive creative director at VCCP London said:
“In most creative projects, the instinct is to keep adding more and
more. However, simplicity proved crucial for capturing Charlie's world,
as originally envisioned by illustrator Emily Sutton. Striking a balance
was key; too much detail would've overpowered the charm. The
challenge lay in animating Charlie authentically. The solution? A
tight-knit team fostering honest conversations that led to a film we're
immensely proud of. This is the start of a new chapter in Charlie
CAMPAIGN TITLE: Meet Charlie Bigham
CLIENT: Charlie Bigham’s
ADVERTISING AGENCY: VCCP
DEPUTY EXECUTIVE CREATIVE DIRECTOR: Ross Neil
BUSINESS DIRECTOR: Clare Greenhalgh
ACCOUNT DIRECTOR: Sophie Abdo
SENIOR ACCOUNT MANAGER: Jasmine Beale
ACCOUNT EXECUTIVE: Isabel Harrison
HEAD OF PLANNING: Nicky Vita
PLANNING DIRECTOR: Devin Ross
AGENCY TV PRODUCER: Rosie Good
AGENCY CREATIVE PRODUCER: Matt Hearn
MEDIA BUYING AGENCY: Electric Glue
MEDIA PLANNER: Lexi Booker
PRODUCTION COMPANY: BLINKINK
DIRECTOR: Isabel Garrett
EDITOR: Jac Clinch
EXECUTIVE PRODUCER: Josef Bryne
PRODUCER: Rebecca Little
POST-PRODUCTION COMPANY: BLINKINK
POST PRODUCER: Rebecca Little
SOUND ENGINEER: Major Tom
PR & SOCIAL: MK21
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