WPA Pinfold

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Project

Asda Mexican meal solutions

Client

Asda

65%

increase in sales of meal kits

Putting the appetite appeal back
into packaging

The ethnic food sector has seen huge diversification in recent years and a significant driver is authenticity, especially in the mealtime solutions category. We totally redesigned and repositioned the Mexican range to communicate natural ingredients, authenticity and added value – as well as improving shelf standout and impulse.

The photography was key, highlighting the natural ingredients and attractive dishes. The designs put the excitement back into this previously tired range and offer the Asda shopper real mealtime inspiration.