Developing a Range and Recipe Strategy

Following our initial segmentation work for Bighams, we embarked on an extensive enrichment phase. Using online communities, we deepened our understanding of each segment, exploring their usage patterns, category knowledge, and overall eating habits. This insight was crucial in shaping Bighams’ New Product Development (NPD), guiding a qualitative process to inform, optimise, and assess risk. Our focus was on ensuring these new ideas aligned with the brand’s overall strategy and growth objectives.

We began by conducting a full audit of previous research, including Bighams’ internal data and thorough desk research on macro trends in the category. This comprehensive 360-degree view of the brand, its segments, and the wider market provided us with a solid foundation for assessing NPD opportunities. Rather than trying to revolutionise the category, the aim was to increase usage by ‘Bighamsifying’ more meal occasions — expanding the brand’s presence in everyday eating moments.

The key to success lay in contextualising our analysis within existing insights. Our recommendations weren’t based on which ideas drew the most applause in focus groups but on optimising those ideas in line with consumer response, category context, and a clear understanding of Bighams’ growth strategy. This approach ensured that the NPD work was both innovative and strategically sound.

Bighams’ launch of their extensive Indian Banquet range has been performing well in stores, supported by the brand’s highly successful first foray into TV advertising. The ads, researched using our creative development groups, have further cemented the brand’s position in the market, driving engagement and sales.