Charlie Bigham’s has launched a new campaign to promote its handmade, freshly-prepared meals and its commitment to quality.

Created in partnership with advertising agency VCCP London, the campaign introduces a new brand platform with the message: “Handmade in Charlie Bigham’s kitchen, cooked in yours.”

The 30-second TV advert ‘Meet Charlie Bigham’ introduces the founder’s story, with scenes including Bigham picking ingredients in the market and designing new recipes in the tasting kitchen.

It also tells the story of Bigham’s travels 25 years ago, which inspired him to create prepared meals with high quality ingredients and how this grew into the brand.

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The campaign, which will run until 15 March, looks to challenge the perception of ready meals as mass produced products that compromise on quality.

The brand rejects this term for its products, highlighting that its dishes are handmade, freshly prepared and never frozen.

The film will be supported by radio, out-of-home, social and PR.

Charlie Bigham CEO Patrick Cairns said: “This is a significant moment in our mission to increase brand awareness amongst consumers who are looking for a freshly prepared alternative to home cooking.

“Our recent advertising has demonstrated that our audience identifies with Charlie’s passion for food, which has delivered a four fold increase in first brand choice. This new campaign is the next step on our brand journey and we are confident that it will drive sales in 2024.”