Unlocking the Secret to Charlie Bigham's Irresistible Packaging: A Marketing Masterclass

The Genius Behind Charlie Bigham's Packaging

Marketing guru Rory Sutherland has unveiled the unique strategies that set Charlie Bigham's fresh ready meals apart from the competition. Known for their restaurant-quality meals and fancy wooden packaging, Bigham's dishes are a favorite for those who crave convenience without sacrificing quality.

The Appeal of Charlie Bigham's Dishes

Charlie's meals, including Thai Green Curry, Beef Ragu, and the iconic Fish Pie, are recognized for their freshly prepared ingredients. Although they come at a premium price, the culinary experience they offer makes them worth it.

The IKEA Effect

During a recent interview, Sutherland referred to the 'IKEA Effect' in Bigham's marketing strategy. He explained that the act of putting the meals in the oven enhances the enjoyment, as the anticipation and effort create a more satisfying experience than simply microwaving them.

Unique Packaging

Sutherland praised the brand's decision to use bamboo packaging, highlighting its craftsmanship over a factory-made vibe. This clever choice not only differentiates Bigham's from competitors but also resonates with consumers on a subconscious level.

The company's website echoes this sentiment, stating, "Given the care we put into our food, boxing it in plastic just doesn't feel right. That's why, 15 years ago, we introduced wooden trays."

The Journey to Perfect Packaging

Charlie Bigham's commitment to quality extends to their packaging journey. They sourced PEFC-certified poplar from a French family business and meticulously tested each material to ensure it was food-safe and oven-friendly.

A Culinary Visionary

Interestingly, Charlie Bigham is a real person who transitioned from a corporate career to explore culinary ideas in 1994. By 1996, he was supplying local shops in London, and soon after, major supermarkets caught on to his creations. Today, he continues to lead his team from London, maintaining the brand's commitment to quality and innovation.