Jamie Oliver goes shopping for design at The Market

Sue Benson, managing director of The Market, said: “The brief to the agency was relatively simple - we were asked to make the brand more premium, create greater differentiation between the products and make the packaging more evocative of the Jamie Oliver brand values.

“To tackle this we applied EasyShop, our five-step process which takes the creative team through the shopping journey, from brand understanding established outside the store environment to the customer experience when standing in the store aisle.

“The ultimate aim is to create packaging solutions which offer the customer the easiest route to buy – by, quite simply, developing brands which leap off the shelf.”

The final packaging design was an evolution of existing designs, says creative director Dorina D’Ambrosio: "There were several major changes deployed to tackle the brief. Firstly, all the type was simplified and enlarged to make it easier for customers to read and secondly, the Jamie Oliver ‘splat’ had more layers added to it to give more texture and depth.

"The colour palette was also changed to more closely reflect actual food colours and then used to differentiate between products in categories. Jamie Oliver became a photographic image rather than an illustration, meaning customers could clearly see him getting close to the food.

"The most significant change of all was to produce the label from metallic stocks, which had the twofold effect of immediately inferring premium quality but also encouraging customers to pick it up from the shelf as the packaging catches the light, making it incredibly tactile."

The Jamie Oliver range, which is licensed by Fresh Retail Ventures, is available in Tesco, Waitrose and Morrisons.

Based in Trafford Park, Manchester, The Market was established by former McCann Erickson directors Sue Benson and Dorina D’Ambrosio in 2006.