Vertex Awards V: Bronze Winners

Sam’s Choice Italia

BRONZE
Brand: Sam’s Choice
Retailer:
Walmart
Country: United States
Category: B1. New Brand
Agency: Anthem

Summary:
Walmart’s objective was to build customer loyalty through a new line of curated global foods under the Sam’s Choice brand.  While the initial launch would feature Italian fare, the long-term goal was to create a platform that could easily transfer to any regional cuisine from around the world.

Sam’s Choice Italia included authentic Italian products, all sourced and imported from Italy.  The packaging design needed to communicate that everything about Italia was purely Italian.

The shelving strategy was to create a design that was memorable and easy to find, no matter where the products were placed in store. Strong Italian-inspired cues create a powerful brand blocking effect and stand out from regular Sam’s Choice products. The over-arching design structure cohesively ties all Italia products together, while still allowing for differentiation at the SKU level.  The design looks authentic, giving customers a reason to believe in the brand’s higher value.

Credits:

  • Creative Director: Gerard Rizzo
  • Design Director: Tracey Ujfalussy
  • Account Director: Bernadette Sheppard / Leigh Waycaster
  • Photographer:  Wak Pictures, Susan Kinast
  • Walmart Design Lead: Sarah Paskell

DON’T MISS OUR EXCITING EVENTS

1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
21
22
23
24
Previous article7‑Eleven Brews Up Seven Reserve Africa Blend Coffee
Next articleVertex Awards V Winners Announced
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.