Episode 5

Behind the Awards | Choosing Inconvenience with Charlie Bigham's

Published on: 14th October, 2025

With the dust having settled on The Marketing Society Global Awards for 2025, in this podcast we are joined by Chris Dunne, Head of Marketing at Thinkbox and the award-winning team at Charlie Bigham's and VCCP, to discuss their campaign which won the award for Best Brand Communication (Small)

In this discussion, Kim Gelling (Commercial & Marketing Director, Charlie Bigham's) and Max Keane (Chief Strategy Officer, VCCP) talk us through their remarkable, against-the-odds strategy of making a virtue of inconvenience in a category built on convenience. Discover how they identified the public's increasing desire for "things done properly", why they chose to target 'foodies' who wouldn't usually purchase ready meals, and the creative approach that put Charlie front and centre, featuring Richard Osman's distinctive voiceover and handmade animation style.

Members can see the case study here: https://marketingsociety.com/case-studies/marketing-society-global-awards-2025-brand-communication-small-winner

Find out more about The Marketing Society Awards here https://marketingsociety.com/Global-40th-Awards

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About the Podcast

The Marketing Society Podcast
The Marketing Society is for marketers who mean business. We are the global community that expands perspectives on what we can achieve together.
The Marketing Society unites and uplifts marketing leaders to accelerate business growth. Since 1959, we have grown into an influential community of more than 3000+ members across our global hubs: London, Scotland, Hong Kong, Singapore, UAE and New York. Our members are mostly senior clients (over seventy per cent) from brands such as ASOS, Barclays, IBM, Disney, HSBC, Mars, Samsung, Unilever and Vodafone.

Attend our global programme of events, access the latest thinking online, including over ten years of best practice award-winning case studies. Have your work recognised as part of The Marketing Society Global Awards, GCC Awards and Star Awards competing against the best of the best. Progress your career via professional development like our Marketing Leaders Programme, and get discounted tickets to industry events.

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