The 2025 Best of Show winner is a powerful example of what happens when strategy, creativity, and execution align at the highest level.

Scoring the top marks from our panel of 20 global creative luminaries, this entry stood out among more than 600 submissions from 53 countries. It was created by Sánchez Romero, named Retailer of the Year – Europe, in collaboration with SUPPERSTUDIO, which was awarded Agency of the Year – Europe.

Together, they didn’t just design packaging—they set a new global standard.

This is further proof that Retailer-owned Brands/ private brands are no longer playing catch-up. They are leading, with some of the most innovative and effective design work in the world.

Sanchez Romero Canned Fish

RETAILER: Sanchez Romero
AGENCY: Supperstudio
COUNTRY: Spain
CATEGORY: Packaged Goods

TEAM:
Creative Director: Paco Adín Account Direction: Lourdes Morillas Account Manager: Susana Seijas Head of Design Services El Corte Inglés: José Antonio Rojano