Woolworths says its Created with Jamie meal range for busy people is the beginning of a burgeoning new 'ready to cook meals' category.
Designed for anytime cooking, the range includes interesting dishes like Lemon Pepper chicken fillets and Beef and Wagyu Chorizo meatballs which reflect the good food values of Jamie, according to the retailer.
“We strive to set the benchmark for good honest food, helping Created with Jamie customers with shortcuts to create their own delicious meals,” Justin Nolan, Woolworths general manager of Own & Exclusive Brands said.
The range also takes on Jamie's food education focus through the use of chef-developed cooking instructions, hints and tips.
Woolworths says it developed the range in collaboration with Jamie and his team, with chef involvement throughout the development process, and all lines also tested by customers.
The range also features quality branding and packaging, which includes Jamie's endorsement, as well as high quality food photography, packaging and styling.
The packaging features strong hero photography with fresh colour palettes, Jamie’s playful wording, and hand-drawn illustrations to drive messages around sustainability, animal welfare and provenance.
The packaging style, which focuses on the freshness and convenience of the range, was a collaborative effort with the Jamie creative team, Woolworths and Marque Brand Consultants.
The range won its designer, Marque Brand Consultants, a gold in the recent international private brand design competition, the Vertex Awards.
Design that's on the Marque
Marque Brand Consultants scooped two gold Vertex Awards for its Retail Own Brand (ROB) packaging design work for Woolworths' own-brand range of Jamie Oliver meal packs and its new electronics brand The Hub.
Packaging and in-store communications have driven the freshness and convenience of the ‘Created by Jamie’ range design.
These awards follow Marque's Pentaward for global packaging design, received in Japan last year for the Food — Cross Category ranges (Private Labels).
Marque executive director Simon MacDonald said receiving recognition from global peers was a great honour, and also recognised Woolworths’ “quest for innovation across its entire own-brand range”.
MD of parent company SGK Australia, Adam Ransom*, said Marque, along with its other key divisions in Australia, Anthem and Schawk, was providing leading brands “an award-winning combination of creativity and deployment”.
