Waitrose: WAITROSE REGIONAL PIZZAS

Credits & Description:

Category: i. Own Label and Private Label brands

Advertiser: WAITROSE

Product/Service: PIZZAS

Agency: TURNER DUCKWORTH

Date of First Appearance: Jun 1 2010

Entrant Company: TURNER DUCKWORTH, London, UNITED KINGDOM

Creative Directors: David Turner (Turner Duckworth: London & San Francisco)

Creative Directors: Bruce Duckworth (Turner Duckworth: London & San Francisco)

Design Director: Clem Halpin (Turner Duckworth: London & San Francisco)

Designer: Jamie McCathie (Turner Duckworth: London & San Francisco)

Designer: David Blakemore (Turner Duckworth: London & San Francisco)

Retoucher: Andy Burton (Freelance)

Photographer: Gareth Sambidge (Process)

Artworker: James Norris (Turner Duckworth: London & San Francisco)

: Kate Elkins

: Kate Elkins

Media placement: Pizza boxes - Supermarket - 1 June 2010



Describe the brief from the client

Italian food is famous for simple combinations and fresh ingredients and what is considered more ‘Italian’ than pizza? We were asked by Waitrose to redesign their top-tier pizza range, redeveloped for launch in 2010 using regional ingredients and traditional combinations sourced from and inspired by five Italian regions.



Describe how you arrived at the final design

The design solution uses still-life photography in conjunction with evocative pack copy, to hero the authenticity and provenance of the key ingredients sourced for each pizza. Set against a muted colour palette and pizza slice shaped window, developed specifically, the final design re-enforces the range’s top-tier credentials as well as a slice of true Italy!