Vertex Awards V: Gold Winners

\"\"AH Smoked Sausage

GOLD
Brand: Albert Heijn smoked sausage
Retailer: 
Albert Heijn
Country: The Netherlands
Category: G3. Packaged Goods
Agency: Millford

Summary:
The challenge was to break the traditional code of the smoked sausages category without neglecting the heritage of the product.

We made an unconventional choice by using light-colored packaging with old Dutch visuals. The illustrations, which are specially made for this package, show the heritage of the product. This is enhanced by the use of color, material and traditionally hand-made illustrations.

The heritage of the product can be found in the craft of these illustrations. The illustrations are inspired/ based on etchings from ‘The Rijksmuseum’. With the use of the matte light foil, we enhanced the feeling of authenticity.

By not making use of photography of complete meals (stew), we are different from the competition (A brands). We are playing into the moment and not the application.

The packaging breaks with the traditional code of the smoked sausage category, without having neglected the heritage of the product.

Credits:

  • Account manager: Sascha Balk
  • Creative director: Jobert van de Bovenkamp
  • Art director: Jobert van de Bovenkamp
  • Designer: Jobert van de Bovenkamp

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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.