2020 Gold Vertex Award Winners

Jumbo BLK dairy

Private Brand: Jumbo
Retailer: Jumbo Supermarkten
Country: The Netherlands
Category: G2: Organic And Natural Food
Agency: OD designstudio

Credits:

Sabine Simons Brand Manager Jumbo supermarkten
Simone Hoogendorp, Account manager, OD designstudio
Esther Baas, Designer, OD designstudio
Jan van der Hoeven, Illustrator, Housefly
Sofie Manuputty, dtp, OD designstudio
Niels Alkema, Creative director, OD designstudio

Summary:

Jumbo is the first supermarket chain to introduce daily fresh milk and yogurt with the 1-star Beter Leven quality mark. With this, Jumbo is taking the next step to realize its ambition: in 2022 all milk products on the shelves will be more sustainable. By portray the cows on the pack in a very natural and realistic way, the pack shows that this milk is about the well-being of the animals who produce the milk. The finely crafted black and white illustrations and the name of the cows next to their portrait, reminds the consumer that milk is coming from a living animal and not from a factory.

By Christopher DurhamPublished On: May 27th, 2020Tags: R-BASIC, R-PRO, 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.