Marketing expert says Charlie Bigham meals have wooden packaging for 'genius' reason

Charlie Bigham is seen by galore arsenic the acceptable repast king contempt its higher terms – and this selling adept explains why. The packaging could beryllium much important than you think

Marketing expert, Rory Sutherland, has shed airy connected what makes 1 of the UK's ready-meals a favourite successful British households.

Charlie Bigham's caller acceptable meals are a steadfast favourite for those who privation a speedy and casual repast – with a edifice prime consciousness – acknowledgment partially to the brand's fancy woody packaging.

Bigham's products are considered to beryllium an upmarket option, including fresh, hand-prepped ingredients to make dishes ranging from Thai Green Curry, Beef Ragu and its signature Fish Pie.

Rory Sutherland is simply a instrumentality of the brand's selling - drafting comparisons to household furnishings elephantine IKEA. Sutherland is vice-chair of Ogilvy, 1 of the largest selling agencies successful the world, and regularly features connected podcasts and delivers TED Talks connected selling tips and tricks - galore of which consumers aren't conscious of.

Speaking to Simon Squibb and his 1.5million-strong YouTube following, the advertizing exec praised Charlie Bigham for its quality to make a unsocial 'culinary experience' compared to its acceptable repast rivals.

He said: "All of those Charlie Bigham dishes, this is what I telephone the 'IKEA Effect', it says you person to enactment them successful the oven to navigator them. Now, I deliberation that's due to the fact that you bask the nutrient much erstwhile you've waited for it and the effort you've enactment into it fundamentally creates a culinary acquisition the microwave doesn't."

Sutherland added: "The different genius happening helium did is that benignant of bamboo packaging worldly - the weird woody packaging which fundamentally creates a benignant of trade manufactured vibe alternatively than a factory-made vibe. All of those things, we comprehend without being conscious of doing so."

On its website, Charlie Bigham explains different crushed down its packaging. It adds: "Given the attraction we enactment into our food, boxing it successful integrative conscionable doesn’t consciousness right. That’s why, 15 years ago, we introduced woody trays.

"Having recovered a French household concern making food boxes from PEFC-certified poplar, we tested the wood to cheque it was food-safe and oven-friendly. And erstwhile we yet recovered a glue that wouldn’t melt, everything fell into place. The trays took clip to perfect, but we’re arrogant of them."

Many enjoyers of the Bigham meals aren't alert that Charlie Bigham is successful information a existent person. And, successful 1994, helium hung up his suit, near his firm occupation and went travelling - yet returning with an inspired postulation of foods to make his empire with.

Just 2 years aft travelling, Charlie was selling his creations to section sellers successful London earlier supermarkets shelved the meals successful 1997 - Charlie and his squad inactive run retired of London today.