Waitrose Fresh Herbs
Packaging Own Brand – Food & DrinkLewis Moberly
EXECUTIVE SUMMARY
Herbs are as rich in myth and magic as they are in flavour and fragrance. Repackaging Waitrose fresh herbs was a great opportunity to spread the word and present genuinely shelf-talking packs to engage consumers.
Opportunities can be found in surprising places. Fresh herbs were a small part of Waitrose's fresh fruit and vegetable category, with generic designs that created little shelf presence and encouragement to purchase. Waitrose took the initiative to dramatically re-invigorate the category capitalising on the trend towards scratch cooking.
There was...