Schoolboy Redesigns Waitrose Private Brand

waitrose3In a heartwarming public relations move Harry Deverill, a seven year old boy from Dorset, England, has designed his own version of a label for the private brand “essential Waitrose” and its decidedly English Brown Sauce, which is now available at Waitrose stores.

The limited edition bottle of brown sauce, which depicts a full English breakfast hand drawn by Harry, is the result of a letter the schoolboy sent to Waitrose Managing Director, Mark Price.

Dear Mark Price,
I am writing as the other morning I had Waitrose essential Brown Sauce with my bacon sandwiches. I asked Daddy what the picture is of on the label. Daddy didn’t know and neither do I. Please could you let me know. Mummy says I am good at drawing so if you would like me to draw a new picture for the label I would be happy to.

Kind regards, Harry Deverill, aged 6.

While enjoying the essential Waitrose Brown Sauce on his bacon sandwich, Harry noticed that he didn’t quite know what the drawing on the original label was. So, he decided to write to Mark Price and let him know, offering to draw a new version of the label. Waitrose decided to take Harry up on his offer, and the result is a depiction of Harry’s favorite way to enjoy brown sauce – on a full English breakfast.

waitrose 1Harry says, ‘I love brown sauce, but didn’t know what the picture on the front of the bottle was. I love eating eggs and bacon with brown sauce, so I thought I’d draw a new version. I’m so excited that my picture is on bottles in lots of Waitrose shops.’

Waitrose brown sauceJo Heywood, Waitrose sauces buyer, says: “When we heard Harry’s offer and read his letter, we couldn’t resist. We love our customers to tell us what they think of products, and when they’re as creative as Harry, it’s a pleasure to be able to do something fun like this. The drawing Harry created was perfect, and we’re so excited for our customers to pick up an original Harry Deverill print on a bottle of brown sauce!”

The special edition Harry–designed bottles will be in the majority of Waitrose shops among the regular essential Waitrose brown sauce (£1.20) for a limited time, from August 25th.


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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.