NPD Launch: Proper Puds

Charlie Bigham’s is one of Britain’s most exciting, fast-growing food brands, creating delicious dishes for foodies – putting in all the care and attention that you would if you were to cook them yourself and using top quality ingredients.

In February 2020, Bigham’s unveiled its Proper Puds range, the brand’s first foray into the dessert category.

Our Role

  • Announce the launch of Proper Puds range to trade and consumer media
  • Help drive commercial targets through impactful media coverage
  • Communicate the extension of Bigham’s ‘Only Delicious Will Do’ food philosophy to its new puddings
  • Get freshly-baked samples directly into the hands of journalists and influencers

Our Approach

For the brand’s most significant NPD launch in its 25-year history, our media relations strategy targeted trade and consumer titles.

We launched with an exclusive in leading FMCG title The Grocer, followed by wider industry press.

Our successful outreach to national and consumer press plus foodie and baking influencers resulted in a waiting list at Bigham’s bakery!

Our Results

  • 40+ trade and consumer media mentions in eight weeks
  • 3m reach across titles including The Grocer, The Daily Telegraph, Telegraph online, Sunday Mirror Notebook, delicious and Woman
  • Bigham’s Sticky Toffee Pudding scored 10/10 in The Daily Telegraph’s taste test
  • Proper Puds deliveries to GBBO stars shared as social media mentions
  • PR helped drive consumer demand, outstripping initial forecasts by 250%