Kerry Foods turns to Dragon Rouge to launch The Little Urban Food Company

The Little Urban Food Company will be stocked in Waitrose

Kerry Foods has approached Dragon Rouge to help create a brand name, story and packaging for its new quick-to-heat meals range.

Sold exclusively in Waitrose, the range is aimed at those who appreciate good food but have little time to cook from scratch. Dragon Rogue was tasked with creating branding that would appeal to discerning foodies, presenting them with a collection of recipes and fresh ingredients crafted by Kerry’s chefs.

The Little Urban Food Company features a quirky and light-hearted style with bold, colourful graphics. Each recipe dish is freshly packed into a durable, re-sealable pack that’s ready to microwave, with the bonus of being reusable for other storage afterward too.

Dragon has created a brand ambassador in the form of a little chef who has cycled the world to search for the best recipes, herbs, spices and fresh ingredients for the range.

“The opportunity to create a colourful new brand for food lovers like ourselves who don’t always have time to cook is really exciting – and we’re pleased that the feisty chef we’ve created, with his range of Little Urban Food Co recipes, is now making a bold appearance on Waitrose shelves,” remarked Marie-Therese Cassidy, creative director at Dragon.

Gillian West

Gillian West is The Drum’s social media manager and works to ensure The Drum’s content reaches followers across platforms including Twitter, LinkedIn, Facebook and Instagram in an engaging, relevant and timely manner. Based in Glasgow, she has been actively involved in building The Drum’s Creative Works brand for over three years now and has interviewed major creative figures including Rankin, Peter Souter, Rosie Arnold, Bob Greenberg and Vicki Maguire. During her time at The Drum she has attended events such as Cannes Lions, the Edinburgh International TV Festival, Art Director’s Club Europe, D&AD and more.

All by Gillian