Cherry Valley picks FLB branding

FLB has branded and packaged a range of frozen convenience products for Cherry Valley, which goes on shelf from 10 January.

The work, which has been created with a £20 000 design budget, also involved the development of a strapline, ‘heat and eat’.

There are four products in the range, including duckling in plum sauce and duckling in orange sauce, which are aimed at different meal occasions and vary in price.

The consultancy was asked to challenge consumer perceptions of duck and to position it as an alternative to chicken, says FLB vice creative director Pat Starke.

‘The frozen poultry cabinet to date has been seen as uninspiring. The pack is divided into four fields, each occupied by either branding, product and lifestyle photography and bold challenging photography,’ adds FLB senior designer Debbie Trotter.

The consultancy was awarded the work without a pitch.