Celebrity chef food products and brand endorsement is injecting an edge for retailer own brands has and Jamie Oliver's products and packaging in the Woolworths fresh and ready to cook space is a stand-out example of how to do it well.
That the range's packaging design has just won a gold Vertex award for the agency behind it, Marque Brand Consultants, is testament to this.
Packaging and in-store communications have driven the freshness and convenience of the ‘Created by Jamie’ range, which features strong hero photography with fresh colour palettes, Jamie’s playful wording, and hand-drawn illustrations to drive messages around sustainability and provenance.
The Vertex awards, which are devoted to private label pack design, recognise creativity, marketability, and innovation, with entries received from 21 countries.
The awards have seen growth in the new brand, brand redesign and packaged goods categories as well as in licensed or co-brand, beverages, alcoholic, pet products, home décor, entertainment and health care categories.
Australia-based Marque also won a gold award for Woolworths' new electronics brand The Hub, and two silver awards for Woolworths' home décor category Inspire, and a quirky entry-level brand within the Essentials range.
These awards follow Marque's Pentaward for global packaging design, received in Japan last year for the Food - Cross category ranges (Private Labels).
Executive director Simon MacDonald said receiving multiple awards from its global peers was a great honour for the team at its North Sydney office.
“It also recognises Woolworths' quests for innovation across its entire own-brand range,” he said. “We are in good company as a world leader in this important area of retailing.”
Managing director 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”.
“We are delighted at the international recognition that comes with these prestigious awards,” he said.
*Adam Ransom will be speaking at the Food & Drink Business + PKN Live Disruptive Innovation Industry Forum.
