Charlie Bigham has launched a nationwide TV campaign which introduces a new brand platform ‘Slowly Does It’.

The new advertisement was created by agency VCCP Blue and builds on the success of the previous ‘Handmade in My Kitchen, Cooked in Yours’ platform, which highlighted the founder, Charlie Bigham, himself.

According to the business, since the first campaign in 2024, Charlie Bigham’s sales have increased by 34 per cent year on year, according to Circana research.

The campaign is set to run nationwide from today until summer and will appear on various channels including TV, VOD, social, OOH, radio and PR.

Patrick Cairns, CEO at Charlie Bigham, said: “This new campaign is the next step on our brand journey. After establishing Charlie’s story with our previous work, ‘Slowly Does It’ brings to life our fundamental philosophy that good food should never be rushed.

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“As consumers increasingly value the things worth slowing down for in a fast-paced world, we are confident this long-term platform will differentiate us in the aisle and drive our next phase of growth.”

The hero film is voiced by Hugh Bonneville and is set in a coastal town featuring Charlie Bigham’s fish pie being placed on an alfresco table and served with care.

David Boscawen, Vice Chairman at VCCP added: “Slowly does it celebrate how Charlie Bigham’s prepare their food, encouraging us to slow down in a world that constantly tells us to hurry up. We are very proud of how this campaign brings that core belief to life.”

Charlie Bingham is a British ready meals company which was founded in 1966 that focuses on offering convenient meals that are healthy for shoppers.