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The Design
Lewis Moberly came up with a name that reflected the range’s straightforward proposition: Cooks’ Ingredients. Each product name is a call to action – ‘A drizzle of oil’, ‘A dash of vinegar’– and this use of language reflects the gusto and informality of confident cooks. Just reading the product names along the shelf creates an animated dialogue with the consumer. The strong typographical style and subtle background colours of the labels suggest variety and taste, while the use of transparent packaging where possible, shows off the product, providing additional colour and texture.
The Results
In the 10 months since launch, average weekly sales of the Cooks’ Ingredients range have been 43 per cent above target. Design development costs were recouped in the revenue from three weeks’ sales and profitability was achieved in 12 weeks. Some products are now duplicated: own brand Sun-Dried Tomatoes in Olive Oil, for example, are now sold under the Cooks’ Ingredients Range as well as in the Waitrose Antipasti range. This has led to incremental sales increases of between 30 and 100 per cent: combined weekly sales of the sun-dried tomatoes have doubled since the launch. Other branded products now also sold under the Cooks’ Ingredients range have also doubled in sales, with the branded version’s sales remaining constant. Cooks’ Ingredients are also the first Waitrose food products to be sold in John Lewis stores.
Judges’ Comments
‘Waitrose has created a remarkable recipe for success,’ said Darren Briggs, Head of Internal Communications at Vodafone. ‘Cooks’ Ingredients is contemporary, oozing with quality and engages with the customer. The results speak for themselves’.
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