The consultancy which has worked with Tesco for over ten years was asked to create packaging which could be used on Tesco own-brand products in time for Breast Cancer awareness month in October.
Cancer Research UK is Tesco Charity of the Year 2012 and for every pink product that’s purchased a donation will go towards the partnership’s aim of raising £10million to fund 32 early diagnosis and detection research projects across the UK
Pink packs covered in mock fur, sequins and tiger print are a response to Cancer Research UK’s Race for Life campaign and its signature colour.
Co-founder of P&W Simon Pemberton says that Tesco has commissioned one-off packaging for the charity ‘but never five or six products before’.
Tesco was looking for ‘something fun and noticeable in store that could ping off the shelf,’ according to Pemberton.
‘Product and design have met, and food has even been coloured in some cases,’ says Pemberton.