2008 Gold Addy Award
Rochester Advertising Federation
Category: Sales Promotion, Packaging, Campaign
Objective: Chocolates are one of Wegmans signature products. The goal was to capture the fun, artisan side of chocolate that is uniquely Wegmans through various products including chocolate bars, assorted flavored chocolate boxed candies & hot coco.
Considerations that drove design:
• Artisan – the design process is manual, transfer are created one at a time- truly one of a kind. The highest quality chocolate, but not serious and stuffy (Wegmans takes ingredients and process seriously, but they have fun with it).
• Seasonal customization
• Each piece connects to the other and collectively back to Wegmans
1. Bars – Packaging and shape/size (4 flavors)
2. Boxed Assortment of Chocolates.
a. Existing box sizes stay with updated logo
b. Seasonal accessories must be a cinch to execute
c. “Guts” of the box is fair game (brochure, plastic bin, etc…)
d. Chocolate transfers for six new flavors
3. Hot chocolate tin