Slowly Does It

Charlie Bigham’s champions the belief that in food – and life – you can’t rush quality, in a new campaign and brand platform by VCCP Blue

Today, Charlie Bigham’s returns to UK TV screens to introduce their new brand platform: ‘Slowly Does It’. 

Created by creative agency of record VCCP Blue, the integrated campaign builds on the success of the previous ‘Handmade in My Kitchen, Cooked in Yours’ platform, which spotlighted the founder Charlie Bigham himself, and the story behind the brand, for the very first time.

The campaign strategy stems from Charlie Bigham’s belief that good food should never be rushed – something that is reflected in how the brand sources, prepares, and cooks its meals. It reflects a broader insight that, in a world driven by efficiency, there is a growing desire to slow down. 

From sourcing fresh ingredients and handmaking in small batches, to cooking and enjoying the final dish, the campaign celebrates how food, and life, is better when you slow down and do it properly. Since the first campaign in 2024, Charlie Bigham’s value sales have increased by 34%  year on year (Circana, L52 vs 2YA)), outpacing the category growth of 15%. 

Directed by Jared Clayton through production company Academy Films, in collaboration with VCCP’s global content creation studio Girl&Bear, the cinematic 30” film voiced by Hugh Bonneville is set in a charming coastal town that places the beauty of life’s smaller details at its centre. The film opens with the sea glistening in the sun and waves crashing against the shore as the voiceover states: “Charlie thinks life is richer when you slow down to notice the details”, before focusing on a bicycle leant outside a wall with its basket holding the morning’s shopping – including a Charlie Bigham’s Fish Pie. The spot continues to hero seemingly ordinary moments of life, taking time to linger on those little sounds and sights that one might miss if they didn’t slow down to pay attention to the details. The film ends with a Charlie Bigham’s Fish Pie being placed on an alfresco table and served with care – emphasising the quality and craft of a Charlie Bigham’s meal. The campaign was created by Jade Sturman.

Patrick Cairns, Chief Executive Officer at Charlie Bigham’s 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. 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.”

David Boscawen, Vice Chairman at VCCP added: “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.”

The campaign will run nationwide from today until next summer, appearing on multiple touchpoints including TV, VOD, social, OOH, radio and PR. Media planning and buying was managed by Electric Glue, social was handled by Syrup and Hope & Glory led on PR. 

Source: VCCP Blue

  Academy Films, Charlie Bigham, David Boscawen, Girl&Bear, Patrick Cairns, VCCP Blue