Project Description

UK grocery sales are seeing slow growth but the demand for convenience in our food shopping continues unabated.

We’ve turned chefs into global celebrities, our shelves are burgeoning with cookbooks, we watch Masterchef and Bake Off in our millions, but our regular dinner repertoire has hardly changed in 20 years.

Enter Dinner for tonight from Waitrose. Convenience, inspiration and great taste in one bag.

After creating the initial concept and prototype Waitrose commissioned ape to develop their idea with considerable creative freedom. Name creation, packaging and labelling formats preceded food photography, POS and in-store activation, recipe cards, copywriting and a fair bit of food tasting.

Dinner for tonight

Dinner for tonight

Dinner for tonight menu

Dinner for tonight

Dinner for tonight gives shoppers perfectly portioned ingredients and exciting recipe cards (that require just enough skill to test us), creating a gourmet dinner for two in about 30 minutes.

Best of all, they can be picked up in store whenever you feel the need. No pre-ordering required. We’re 12 recipes down and that’s just for the launch…

Has this whet your appetite?

Let’s talk