Safeway has taken a light-hearted approach to the celebrations by appointing Wagstaffs to create branding for Millennium Dome Pasties.

The product description has been written in the same style as tabloid newspaper reports charting the progress of the Millennium Dome.

Wagstaffs creative director Judi Green says the packaging reflects the chain’s own brand values: ‘popular, straightforward, down-to-earth and approachable’.

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