May 25, 2011

Flawed Assumptions

In the fruit and vegetable world, we rely on the belief we can change or influence consumer behaviour. For example, we believe we can get consumers to eat more of Fruit A if we design a clever ad campaign. We believe we can get consumers to increase their purchase frequency of Vegetable B if we get the quality and size right. We believe we can get them to eat more of Produce Brand C if we redesign the logo to incorporate more colours and create a fresher feeling. What if we are wrong? What if our assumptions are flawed? What  
May 24, 2011

Kids Yogurt Provides Ideas for Marketing Fresh Produce to Children

My 24 May packaging tweet showed the back nutrition panel of a product called Vaalia kids vanilla yoghurt. This pack does a fantastic job of marketing its nutritional benefits in an easy, simple and ‘helpful friend’ tone. While it targets kids, it does a great job of talking to parents who are the purchase decision makers. Here is what I liked about their on-pack messaging. On the front, they’ve done several things really well. • There is a focus on Omega3 but with the link being the kid benefit of “for brain function and concentration.” Omega3 is big right now  
April 12, 2011

Retail Fresh Produce Strategy and the Need to Have a Plan

Tar and feather me for the following admission, but I am an ABBA fan from way back. As a result, one of my favourite movies is Mamma Mia. There is one scene in the movie where Meryl Streep’s character says, “Plan. What plan? Goodness knows I have no plan.” I can’t help but feel there is a similarity between that line and retail fresh produce strategy. I don’t mean to be critical of retail. I’ve never been a produce buyer or head of produce, so I am sure there are multiple challenges I am blissfully unaware of. However, one of  
March 30, 2011

A Seriously Good Product Name

If you are a regular follower of this “Persuasive Packaging. Bold Brands.” blog, you will know I am big on learning from grocery. I normally talk about what fresh produce and produce marketers can learn from cereal packaging and branding, but running a close second has got to be the water category. There is some very clever brand work and on-pack messaging being done in energy water. A few weeks ago, I wrote about the water, “function: Urban Detox”, their honed-in target marketing and their very effective on-pack messages. This week, I am writing about…wait for it…“Skinny Water”. In terms