What your sandwiches and salads have been waiting for… Lasting Leaf, an innovative new brand of bagged salads that last up to 2 days longer than normal bagged salads. It uses a traditional blanching method that has been employed by chefs around the world for decades. It’s exclusive to Waitrose and customers are offered longer lasting lettuce, less waste and great value for money.
VGroup were first commissioned to undertake product research. We looked at the competitive set including products form Asda, Morrisons, Tesco, Sainsbury’s and Marks & Spencer. From product propositions, brand promises, names and pack designs we knew we needed stand out and above all to push the brand benefit ie that this lettuce lasted longer than others. The name Lasting Leaf was chosen; it does exactly what it say’s on the tin, or should I say the bag!
Packaging design concepts followed with consumer research clarifying the final direction. Fresh, crisp typography and soft, friendly colours combined with clear descriptive copy to reassure the consumer that no chemicals or unnatural technique had been used.
The final design was kept impactful yet simple, allowing the key brand driver to shine through, with a secondary colour key adopted to differentiate the salad mixes and to allow for the range to easily extend in the future.
To support NWF’s internal launch of the brand we’ve produced a range of communications including:
- Promotional leaflets for employees
- Canteen posters to announce launch and new customer with Waitrose
- Product promotional items for trade and consumer press
…and we’re now working on a consumer push starting with:
- Photography to show product shots in packaging and made up recipes
- Holding page with microsite
- In store shelf barkers for Waitrose
A full case study of work will be available soon on our new website. (Coming soon!)
To read press coverage The ultimate convenience food: Lettuce that stays fresh for a week goes on sale