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Food

Mission Foods revamps Deli Wraps range to broaden brand appeal

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By Gillian West, Social media manager

November 7, 2013 | 2 min read

Mission Foods has engaged Holmes & Marchant to help redesign its Deli Wraps range as part of a move to broaden the brand’s appeal and help achieve shelf stand out.

The new packaging is designed to work across a number of European markets communicating fresh ideas, while letting consumers know about the product variants that exist.

“This packaging design clearly positions our Deli Wraps as an interesting alternative to traditional bread sandwiches and shares ideas with consumers about some of the tasty wraps they can make at home for themselves and their families,” said Andy Lewis, UK marketing manager at Mission Foods.

Greg Vallance, creative director at Holmes & Marchant, added: “We wanted to use the pack to show consumers how they can create their own wraps simply and easily, using fresh ingredients – the kind of ingredients they would typically find in the fridge. For this reason, the design depicts everyday fresh ingredients on a chopping board…Importantly, as the product is often stacked and laid flat on the shelf; we also wanted to make it easy for consumers to distinguish between the different grains and flavours used, so this information was clearly colour-coded across the base of the pack.”

The new packaging is also re-sealable to help consumers keep the product fresher for longer, with this message communicated prominently on the top of the pack.

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