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 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.