Slowly Does It
Charlie Bigham’s is back on UK screens with a new brand platform: ‘Slowly Does It’.
Created by VCCP Blue, the integrated campaign builds on the success of the previous 'Handmade in My Kitchen, Cooked in Yours' work, which introduced founder Charlie Bigham and the story behind the brand to viewers for the first time.
The new campaign centres on a simple truth: good food takes time. From sourcing fresh ingredients and crafting meals in small batches to cooking and enjoying the final dish, 'Slowly Does It' celebrates the idea that both food and life are better when you don't rush. It reflects a broader cultural shift towards taking a breather in an increasingly fast-paced world.
At the heart of the campaign is a cinematic 30-second film voiced by Hugh Bonneville and directed by Jared Clayton. Set in a seaside town, the spot lingers on simple, everyday details - like waves crashing and a bike basket holding the morning's groceries - before finishing with a Charlie Bigham’s Fish Pie served at an alfresco table.
The strategy behind the work is already backed by strong results, with Charlie Bigham’s having seen year-on-year value sales grow by 34%, well clear of the wider category growth rate of 15%, since the previous campaign in 2024.
"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. 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."
Patrick Cairns, Chief Executive Officer at Charlie Bigham’s
"There is a beautifully simple philosophy at the heart of everything Charlie Bigham’s do: life, like food is better when it is not rushed; take your time and do things properly. 'Slowly does it' celebrates 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."
David Boscawen, Vice Chairman at VCCP
The nationwide campaign is running across TV, video-on-demand, social media, out-of-home, radio, and PR through to next summer.