Leading Edge has developed new labeling and packaging for Sainsbury's relaunched floral range in a bid to reinvigorate the products.
The relaunch is over 25 different products including cut flowers, premium bouquets, plants and gifted items, self-adhesive and “peel & reveal” labels, gift tabs and plastic plant inserts.
The peel away sections have been utilised in two ways ñ to communicate pricing and to incorporate details of Sainsbury's website and gift ordering service, which provides an effective means of raising awareness of other floral services to consumers.
Sainsbury's floral buyer Vanessa Hughes said: “The new wraps and sleeves are supported with new labels and gift tags, which will assist customers with their purchase with more detailed care instructions for specific feeding, watering and location suggestions. We have grouped our plants into four categories, cool position, warm position, foliage, mixed planters and supported these will specific care instructions for each group.”
Ian Barwick, joint managing director at Leading Edge, said: “We have been working closely with Sainsbury's and produced a broad range of packaging for the floral relaunch that reflects the premium position of products. The relaunch has been a resounding success so far, with a 20 per cent uplift in sales seen in the first week of trading.”
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