2020 Silver Vertex Award Winners

Pickwell Farms

Private Brand: Pickwell Farms
Retailer: Save A Lot
Country: USA
Category: B1. New Brand
Agency: Marks Design

Credits:

Bryant Harris, Chief Commercial Officer, Save A Lot
Tim Brazier, Design Manager, Save A Lot
Debbie Kipp, Production Leader, Save A Lot
Bridget Schuller, Brand Director, Save A Lot
Nic Lama, Creative Director, Marks Design
Don Guss, Designer, Marks Design

Summary:

Save A Lot wanted to build a brand that was natural, authentic and rooted–a “fresh from the garden to you” brand that could celebrate gardening, farming, and the natural beauty of fruits and vegetables. The new Pickwell Farms pulled products from other existing Save A Lot brands to create a unified, holistic fruit and vegetable label with enough flexibility to deliver across a range of products and categories. The full brand has 132 SKUs across frozen, canned, and shelf-stable products. It began rolling out in November 2018 and continues to grow its prominence as a core Save A Lot brand.

By Christopher DurhamPublished On: May 26th, 2020Tags: 2020, R-BASIC, R-PRO, silver, SP-BASIC, SP-PLUS, SP-PRO, vertex awards

About the Author: Christopher Durham

Christopher Durham is the president of the Velocity Institute. Prior to this he founded the groundbreaking site My Private Brand. He is the co-founder of The Vertex Awards. He began his retail career building brands at Food Lion and Lowe’s Home Improvement. Durham has worked with retailers around the world, including Albertsons, Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro Canada. Durham has published seven definitive books on private brands, including Fifty2: The My Private Brand Project and Vanguard: Vintage Originals.