With its new baking-tray-style pizza range – in popular American-inspired flavors including Manhattan Five Cheese and Hot Honey Pepperoni – the retailer was aiming to attract a younger target market, thus falling into neither the premium nor the core pizza ranges. This called for a distinctive look and feel – incorporating a “grandmas of NYC” recipe story to communicate authenticity and signaling an elevated product quality, all while remaining faithful to the retailer’s wider private brand architecture.
Following a deep dive into the popularity of informal, sharing style and street/food truck foods among younger consumers, a new typographic style and innovative personality for the range have been introduced. Now, bright, bold colours are emblazoned on the pack, with dynamic callouts and iconic NYC skyline. On the reverse, images of New York City accompany the heritage story detailing the handing down of this pizza-making tradition – the overall design delivering targeted on-shelf standout for strong ongoing performance.