2020 Gold Vertex Award Winners
El Corte Inglés Special Pizzas
El Corte Inglés Special PizzasPrivate Brand: El Corte Inglés
Retailer: El Corte Inglés
Country: Spain
Category: G4. Frozen
Agency: Supperstudio
Credits:
Paco Adín, Creative Director, Supperstudio
Lourdes Morillas, Account Director, Supperstudio
Susana Seijas, Account Manager, Supperstudio
José Antonio Rojano, Corporate Private Brand Management, El Corte Inglés
Summary:
The recipe is the difference. The special pizza range of El Corte Inglés focus on the recipe the communication line. The selection of a common color bottom for all taste join the range under the same key visual and make more relevant the differentiation. In this case, the selection of a hand style font reinforces the main characteristic of this range, and also make more premium the perception of the product.
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.
