NPD Launch: Full Pastry Pies

Charlie Bigham’s is one of Britain’s most exciting, fast-growing food brands, creating delicious dishes for foodies.

In response to growing consumer demand, October 2019 saw Bigham's launch its Full Pastry Pies range.

Our Role

  • Announce the launch of Full Pastry Pies to national, consumer and trade media
  • Help hit commercial targets through impactful media coverage
  • Identify opportunities to champion Bigham’s pie expertise
  • Showcase the brand’s food credentials and ‘Only Delicious Will Do’ philosophy

Our Approach

Targeted PR activity announced Bigham’s new Full Pastry Pies to influential media prior to the October launch, reinforced by a second wave of outreach for British Pie Week (March).

A raft of positive media coverage, praising the taste and quality of range, caught the attention of British Pie Awards organisers, who invited Bigham’s head of food to sit on the 2020 judging panel.

Our Results

  • 80+ national, consumer and trade mentions (estimated views: 3m)
  • Hits in The Times, Good Housekeeping, Great British Food, Prima, Saga Magazine and The Grocer
  • Times’ food editor scored his pie 5/5
  • Bigham’s head of food invited to judge British Pie Awards
  • PR increased awareness and sales at launch retailer Waitrose