Packaging label design, social media content, direct mailer
Scratch produce fresh meal kits that contain chopped and prepared ingredients together with a recipe by Michelin Star chef, Michel Roux.
They wanted packaging that would clearly communicate the concept whilst differentiating each product. At the same time they needed supporting marketing materials such as Facebook graphics that would engage potential and existing fans, plus a piece of direct mail that would grab people’s attention when lying on their doormat.
I made sure the professionally photographed food images remained the heroes of the packs. I then differentiated each pack with a bold and vivid colour. The benefits were also clearly defined and communicated. The Facebook graphics were witty and fun. Each received a very positive response with the ‘Now available in Waitrose’ graphic receiving over 500% more Likes than any Facebook campaign previously carried out.
The direct mailer played on the fact that the ingredients come ready chopped. The unusual shape helped it to stand out from the rest of the rectangular mail.