Morrison’s ‘Eat Smart’ diet brand had lost sight of consumer needs. With the focus on fewer calories and lower fat, customers were left with a feeling of ‘missing out’.
WMH recommended a strategic shift from ‘diet’ to ‘balance’. This would bring some oomph into the design and broaden the appeal to include people interested in maintaining their weight and health, as well as those just looking to shed pounds.
The design captured the idea of ‘small steps to victory’ with real zest and optimism. Easily understood, instinctive and impactful, new lines have since been created across fresh fish, salads, frozen meals, meats and sweet treats. The new look now represents 300 high quality products developed by nutritionists and professional chefs.