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22th Annual
Communicator Awards
2017
American Package
Design Awards
GDUSA
2017
AWARD WINNER
CLIENT
EatingWell X Bellisio Foods
EatingWell and Bellisio Foods have teamed up to launch a line of frozen entrées, Committed to better-for-you choices. The innovative Fresh-Seal™ packaging enhances freshness. Available in 5,000+ stores nationwide, this partnership marks Meredith Corporation's expansion into retail food, offering convenient and delicious frozen options.
AGENCY
FAI Design Group
YEAR
2016 - 2017
ROLE
Creative/Art Direction | Brand Development
Package Design | Social Media | Art Directed Photoshoots
PROJECT SCOPE
Approached with a challenge
take a successful magazine into the CPG food market and break away from the abundant selection of frozen entrée existing today, reduce the visual clutter, and create a package that stands out.
FROZEN ENTRÉE MARKET AUDIT
There is a myriad of frozen entrée options for active women who want to eat healthy.
THE INSIGHT
Knowing that EatingWell leads the nation in healthy living.
A package design had to be created that appealed to not only the core EatingWell audience but, attract the adventurous early adopter millennial that’s more health-conscious than older generations.
THE BREAKTHROUGH
That Aha! Moment
THE SOLUTION
Product transparency!
A cut-away carton that has never been done before in the frozen food category allowing consumers to see the actual meal itself.
We have great faith in the growth potential of the EatingWell brand to expand from its strong media footprint into food products and beyond.
– Elise Contarsy, VP Meredith Corp
THE RESULT
EatingWell successfully achieved shelf differentiation
Receiving high praise by consumers seeking healthy and convenient frozen meal options. As one of the fastest-growing frozen food brands in the United States, it surpassed expectations. With availability in 8,000 retail stores nationwide, the brand outperformed the overall frozen food category in terms of sales growth. Recognizing its success, EatingWell expanded its distribution to include new retail channels like club stores and online retailers. This strategic move has positioned the brand favorably for future expansion.
Considering the promising outlook of the global frozen food market, which was valued at $291.5 billion and is projected to reach $364.2 billion by 2027, the EatingWell brand is well-prepared to leverage this growth.
"We strongly believe consumers will respond favorably to our meal choices, our ingredient selection, and the Eating Well brand name, plus the degree of transparency we're bringing to market, from packaging to ingredients."
Jeff Tuttle, SR. VP Bellisio Foods
AGENCY
FAI Design Group
CREATIVE DIRECTION
Allison Schwartz
ART DIRECTION
Robert Scully
DESIGN
Robert Scully, Joanna Loftus, Laura Miller
PRODUCTION
Jim Dempsey, Vicki Naftali
PHOTOGRAPHY
Parker Photography
PHOTO ART DIRECTION
Robert Scully
SOCIAL MEDIA CAMPAIGNS
Spencer Driggs
RECOGNITION
22th Annual Communicator Award
The Academy of Interactive & Visual Arts
2017
American Package Design Award
GDUSA
2017
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