Culinary Tours

SILVER
Brand: Culinary Tours
Retailer: Participating Topco Member Retailers
Country: United States of America
Category: B1. New Brand
Agency: Topco Associates

Summary:
Culinary Tours; is a new affordable premium private food brand curated for Millennials and Gen X’ers who are stepping beyond traditional food selections to explore cuisines and authentic flavors from around the world.  Culinary Tours brings flavors from farm-to-table.

This adventure-food shopper relies on packaging to grab their attention and assure authentic quality. Culinary Tours’ “Flexible Design” integrates whimsical imagery to portray regional identity and appetizing flavors with the brand’s balloon logo for a consistent “wall-to-wall” brand identity across all grocery categories.

Culinary Tours will offer nearly 200 products representing cuisines from 31 countries by Spring 2018. A product-focused website, product videos and a travel newsletter accompanied the product launch, delivering product highlights, regional information and recipes to readers.

Topco’s member grocers embraced Culinary Tours products, using provided materials to promote in-store and online. Initial product orders exceeded expectations and member stores eagerly await new product arrivals.

Credits:

• Creative Director: Shelbi Sturges
• Lead Designer: Kara Fleming-Ward
• Designers: Kathy Kolba, Brian Carron, Hedy Wong, Mindy Syster