P&W creates packaging for This Morning Tesco dessert

P&W has designed the packaging for a new Tesco dessert, which is the result of a nationwide competition on ITV’s This Morning.

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The consultancy sits on the Tesco packaging roster and was asked to develop mock-up packaging for three finalists, so the winner could be announced live on air.

Working to This Morning’s packaging design guidelines, the consultancy then had one week to photograph, art direct and approve the final design, which will go on shelf next week.

P&W senior designer Paul Watson says, ‘This Morning’s packaging guidelines aren’t foody enough; they focus on homewares like table lamps or interiors products.’

Food photographer James Murphy was commissioned to create ‘deep-shot images, on a natural background, which sits with a This Morning and Tesco logo gift tag,’ adds Watson.

The winning dessert is by Zoe Williams from Caerphilly, Wales, who made a Rhubarb Crumble Cheesecake, combining Tesco’s two best-selling dessert products.

All profits from the product are being donated to Tesco charities of the year the Alzheimer’s Society  and Alzheimer Scotland.

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