Platinum Pentaward 2007
Best of the category Food
Brand : Waitrose Canned Pastas & Canned Vegetables
Entrant: Turner Duckworth: London & San Francisco
Country: UK and USA
Website: http://www.turnerduckworth.com
Waitrose asked Turner Duckworth to refresh their canned pastas and pulses ranges. Store cupboard staples for most consumers, the ranges had not been looked at in entirety for a number of years resulting in a fixture that had become confused and difficult to shop.
The agency solution focused on using the pastas and pulses to create graphic panels of the products shot against complementary backgrounds that would allow the consumer to not only stock up on their favourites but also find new ingredients too. Typographic style was kept as simple as possible to further aid communication.
