After a round of discussion and amends, we decided to combine illustration and photography for strong visuals and sensory connection. The proposed headlines focussed on making Christmas perfect through the details (e.g. “It’s the brandy butter on the pudding”) which we distilled into an impactful strapline for the entire campaign: “It’s not Christmas without Budgens”.
A design system was established using warm tones of purple, a stark illustration style and specific typographic pairings so Budgens' in house team could continue to adapt the campaign across social and digital media. Meanwhile, we worked with the printers to roll out in-store artwork across hanging cards, shelf strips, price tags, fins, ears, bunting, and more.