Vertex Awards 2019: GOLD WINNERS

Madre Mia: The Wanted

  • RETAILER: Modelo Continete Hipermercados SA
  • COUNTRY: Portugal
  • CATEGORY: B1. New Brand
  • AGENCY: Fuel

CREDITS:

  • Fuel Agency
  • SonaeMC Packaging & Design Team

SUMMARY:

An exclusive brand of Continente, Madre Mia!

Madre Mia is inspired by the universe of legendary villains and thrilling adventurers who lived on the fringes of the law. Each reference has its own storytelling, for example: “Money & Clyde became one of the most dangerous couples of American history. Money has become famous not only for its habit of ‘collecting’ bags of money but also by the implacable way he devoured french fries flavored with Valentina sauce before each attack.”

The result is an imaginary world of great visual richness, from which was born the ‘Wanted’ collection of sauces.

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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, 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.