Mega Private Brand Launch!

megapackage1Blue Square – Israel operates more than 185 supermarkets under the MEGA, Shefa Shuk, and Eden Teva Market banners making them the second-largest food retailer in Israel. Blue Square accounts for approximately 25% of the Israeli grocery market.

Mega recently launched its Private Brand with new branding created the Tel Aviv agency Baruch Naeh. According to

“When MEGA launched its private label, the objective was, first, to create a label that will deliver lower price without ‘damaging’ the overall shopping experience. Second, to develop a design which will support the overall message of healthy nutrition (each pack offers a tip for healthy nutrition) and future expending to Eco-packaging and organic products.

We were working under the assumption, that Customers have a basic will to buy products at lower prices but no one wants to feel their buying ‘cheap’.

At the time of the launch, the range of economic products in Israel, looked and felt cheap in its designs.  The existing packaging designs create a dull and frugal shopping experience. We believed ‘upgraded’ packaging designs will improve consumers experience from ‘cheap and almost embarrassing’ to ‘smart economic and fare’ (best value for money). The launching began on December 2008, category by category and so far, we are proved right with an average in-store market share of 20% in every category we entered. The future ‘green’ aspirations of the brand are supported by the logo’s colors and ‘leaf like’ shape.”

Check out more packaging examples at www.thedieline.comvate label, store brand

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Christopher Durham
Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.