WAITROSE REGIONAL PIZZAS by Turner Duckworth London for Waitrose

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WAITROSE REGIONAL PIZZAS

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Industry Supermarkets, Pre-Cooked Meals & Frozen Food, Cafe
Media Design & Branding
Market United Kingdom
Agency Turner Duckworth London
Photographer Gareth Sambidge
Released June 2010

Credits & Description

Category: i. Own Label and Private Label brands
Advertiser: WAITROSE
Product/Service: PIZZAS
Agency: TURNER DUCKWORTH
Date of First Appearance: Jun 1 2010
Entrant Company: TURNER DUCKWORTH, London, UNITED KINGDOM
Creative Directors: David Turner (Turner Duckworth: London & San Francisco)
Creative Directors: Bruce Duckworth (Turner Duckworth: London & San Francisco)
Design Director: Clem Halpin (Turner Duckworth: London & San Francisco)
Designer: Jamie McCathie (Turner Duckworth: London & San Francisco)
Designer: David Blakemore (Turner Duckworth: London & San Francisco)
Retoucher: Andy Burton (Freelance)
Photographer: Gareth Sambidge (Process)
Artworker: James Norris (Turner Duckworth: London & San Francisco)
: Kate Elkins
: Kate Elkins
Media placement: Pizza boxes - Supermarket - 1 June 2010

Describe the brief from the client
Italian food is famous for simple combinations and fresh ingredients and what is considered more ‘Italian’ than pizza? We were asked by Waitrose to redesign their top-tier pizza range, redeveloped for launch in 2010 using regional ingredients and traditional combinations sourced from and inspired by five Italian regions.

Describe how you arrived at the final design
The design solution uses still-life photography in conjunction with evocative pack copy, to hero the authenticity and provenance of the key ingredients sourced for each pizza. Set against a muted colour palette and pizza slice shaped window, developed specifically, the final design re-enforces the range’s top-tier credentials as well as a slice of true Italy!