Redefining the ready meal
What we did:
Struggling for differentiation
While Bigham’s could claim to have superior ingredients, it was struggling for differentiation and was under pressure from the supermarkets to deliver growth in a very short timeframe.
A stronger identity
Working with a core team eatbigfish embarked on a process to help Charlie Bigham’s revitalise the brand and regain its challenger spirit. We designed a ‘fast-track’ version of our core Challenger Identity process in order to quickly and efficiently create a stronger sense of identity (and the ideas to bring it to life).
The breakthrough came not from a more conventional ‘eating occasions’ segmentation strategy as initially thought, but rather from listening to customers talk about a moment in the week that was absent – date nights for busy married couples. From this insight we helped the core team develop a strong strategic brand identity, and branding agency Big Fish (good friends but no relation) turned the strategy into the creative notion of celebrating ‘twosomes’, which was brought to life on pack, in copy and across their marketing channels.
Twentyfold increase in sales
Charlie Bigham’s experience a twentyfold increase in sales, becoming the fastest growing ready meal in the UK. The rebrand won a Marketing Society Award for Excellence in 2011.