A Family Picnic Box designed by DS Smith for British retailer Morrisons has sold over 6,000 in stores since the promotion has been live. The initiative first launched in August to help families with the cost of eating out during the school holidays.
Over the summer months, the cost of day trips, picnics and BBQs can be daunting for those struggling to pay their bills. The Family Picnic Box can be made to order in just 20 minutes and features enough food to fill up a family of four, as well as a £5 voucher which can be redeemed in store.
Morrisons tasked DS Smith with creating a design that families could easily grab and go during their weekly shop. In line with its Now and Next strategy, the DS Smith design implementation team used DS Smith’s unique Circular Design Metrics to rate and compare the circularity of packaging designs across eight different indicators to design a prototype picnic box. They also provided Morrisons with printed samples and proposals for the most suitable print process. Featuring a striking gingham cloth design and cut outs to view the items inside, the finished picnic box is made from board with 100% recycle content and fully recyclable inks and glue. As such, the design is fully sustainable and can be constructed and collapsed easily. To get the box, families would simply have to fill out a form at the Morrisons Café and continue shopping as the store staff prepare the custom picnic box.
Richard Dutton, Business Unit Lead, DS Smith, said, “We’re delighted that the Family Picnic Box has been such a hit with consumers, with over 6000 units sold in under four weeks. This initiative with Morrisons highlights our commitment to innovation and is a great example of how our Circular Design Principles can make a real difference to everyday people.”
Chris Strong, Morrisons Café senior buying manager said, “We all know that the cost of family days out can quickly add up, so we wanted to help by offering a quick and easy option in our cafes. We wanted something which required no forward planning, was easy to transport, and had something for everyone in the family. DS Smith were a great support in bringing our vision to life at pace. The team communicated brilliantly; providing clear timelines, sharing mock up designs, and working quickly to facilitate our many artwork and style changes.”
