Waitrose Private Brand Jams Win First Place Award

Another First Place Award for Turner Duckworth in The Dieline Award: Food Category this time for these beautiful Waitrose Private Brand High Fruit Jams

Entrant: Turner Duckworth

Waitrose briefed us to redesign their High Fruit Jams range to coincide with a product reformulation. The result is an uncluttered label which heroes each of the fruits. The images are placed ‘high’ on the label, and with a name like ‘High Fruit’ the message cannot be missed!

Marketing Objectives:
The new Waitrose High Fruit Jams range now contains the highest level of fruit content within the reduced sugar sector of the market.  Our brief was to communicate the deliciously fruity jam to be found in each jar.

See all the WInners.

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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, and consultant who has worked with Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro, Lowe’s, Food Lion, Hannaford and more building private brands. 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 latest book Vanguard: Vintage Originals a look at innovation and disruption in private brand going back to the mid-1800’s. Durham lives in Charlotte, NC with his wife Laraine and two daughters Olivia and Sarah.