The packs have been designed to give the appearance of a present waiting to be unwrapped, featuring iconic festive images such as Christmas trees, stockings, holly and snowflakes and finished off with ribbons, bows and gift tags with the brand sign off: From our family to yours. The Christmas-themed wax paper also has the benefit for consumers to be reused as wrapping paper.
The Christmas design is now available on-shelf and will be for six weeks until 24th December.
Darren littler, innovation and renovation director at Warburtons, said: “Our iconic wax loaves are unique to the bread category in that they are wrapped in wax paper with bright, distinctive colours. Consumers tell us the wax paper reminds them of opening a present so we built upon this insight to re- design the packs for Christmas which we believe will be really impactful in store and create some festive cheer to our consumers.”
Steven Anderson, creative director at Smith & Milton, added: “The brief was a really exciting one to work on and it was important to keep the packs recognisable but also create excitement and impact in the fixture.
“We didn’t want to complicate the packaging too much, as otherwise it wouldn’t fit with the nature of the product. We opted for a traditionally festive, colourful design which we hope will be in many consumers’ homes this Christmas.”
