Design Awards: FMCG

WINNER: WAITROSE, LEWIS MOBERLY COMMENDED: GLAXOSMITHKLINE, WILLIAMS MURRAY HAMM

Waitrose markets itself on its food expertise, claiming 'food lovers' make up a larger proportion of its customers than its rivals'. Indeed, while the ingredients market, which is valued by ACNielsen at £238m a year, has an annual growth rate of 2%, Waitrose's ingredients sales were rising by 14% a year due to the nature of its audience. It saw an opportunity to boost these sales further by producing an 'expert collection' of ingredients.

The retailer hired Lewis Moberly to develop a creative concept for the collection, uniting a range of 58 products in a variety of packs and sizes.

Launched in July 2004, the 'Cooks' Ingredients' range was clean and uncomplicated in design, reflecting the trend toward a more relaxed and spontaneous approach to cooking. It incorporated a series of labels, each telling its story with a call to action, such as 'a dash of this' or 'a drizzle of that'.

In the 12 months since launch, the range has achieved weekly sales of £54,000, 40% above target. Annual sales are expected to hit £4.3m this year.

As well as demonstrating the scope to expand the market, the exercise hit profitability within just 12 weeks.

Discussion

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now

Latest

Leaked document shows Nokia to be rebranded as Microsoft Mobile
Nike lays-off hardware staff in move that casts doubt on future of FuelBand
Greenpeace says save the bees or humans will die
What brands need to know about changes to VAT and online downloads in 2015
Jimmy Savile victims urged to claim compensation in new ad campaign
UKIP launches biggest  ad campaign and stirs up 'racist' accusations
Apple boss Tim Cook provides voiceover on ad touting firm's renewed green commitments
John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Toyota achieves the impossible by calming angry Roman drivers
Tom of Finland's 'homoerotic' drawings made into stamps
YouTube reveals user habits to appeal to 'older' marketers
Ex-M&S marketing chief Steven Sharp consulting at WPP
Wolff Olins reveals new CEO after Apple poaches Karl Heiselman
Glasgow offers £30,000 prize to best digital idea for 2014 Commonwealth Games
Google's revenues surge but shares drop as it grapples with transition to mobile
Facebook beats Twitter to most 'marketing friendly' social media site crown, says DMA
Fableists believe children like Finn should be outdoors enjoying life
Homebase, Baileys and Camelot join the line-up at Media360
MasterCard renews Rugby World Cup sponsorship to push cashless message
Lynx unleashes £9m 'Peace invasion' campaign
Social Brands 100 Youth: Pizza Hut most social youth brand in UK
Cheryl Cole is wild and arresting in new L'Oreal work
Morrisons told not to show alcohol ads during YouTube nursery rhymes
O2 head of brand Shadi Halliwell departs after 23 years at company in restructure
Tesco hit by further sales decline as it turns to digital Clubcard and social network
Branding guru Wally Olins dies aged 83
Duracell short film captures epic Transatlantic voyage