Medeghini received the gold award for packaging at the International Cheese Awards, thanks to a distinctive design by Wilmslow based marketing agency, The Raft.
The full service agency has developed a new brand and packaging to re-launch Medeghini to the UK market, raising awareness of the merits of real parmesan cheese. The Italian cheese maker appeared for the first time at the International Cheese Awards in Nantwich this year, the biggest event of its kind and alongside 3,000 other cheese makers. As well as scooping first prize for packaging it also won the bronze award for its stand, also designed by The Raft.
Phil Howells, creative director, at The Raft says: "We went for a fresh, fun and contemporary approach, which is quite different from everything else on the cheese aisle. We decided to create several pack designs so that when shoppers walk past the shelf they'll see a different message each time. We love the idea of using packs to market products so it's fantastic that this approach has gained recognition at such a prestigious event."
Paolo Maccaferri, export manager at Medeghini adds: "The cheese category is extremely competitive so we wanted a concept that would really stand out and engage the UK market. The illustrative, quirky designs and use of bold promotional messaging on pack really stood out to us. We're delighted to have won an award at this stage in our campaign, which has only just begun in the UK."
The creative concepts have also been applied to a sales brochure, direct marketing and trade website to help raise awareness among UK retailers. A consumer-facing website is also live, which includes recipes and a recipe book download.
