I’m passionate about packaging. Whether sticker, bag, punnet or pack, I believe any produce package can be optimised to better reach out to the consumer and help drive sales. But I want to focus on PLU stickers for a moment. PLU stickers have limited space. I get that. However, the number of stickers I see that waste the opportunity to have some kind of consumer message on them staggers me. Take the mandarin stickers in this photo. While they tell me the variety, this knowledge does not help if I don’t know what the key characteristics of a variety are.
I recently spoke at the PMA Australia-New Zealand Conference in Brisbane. If you have never been to a PMA event, you are missing out. Combine great networking with new ideas and you get enough ‘oomph’ to keep you going all year! But I digress… I get a huge thrill speaking at events like the PMA. I know most people don’t like to speak publicly, but I love it. The chance to throw out new ideas and test cutting edge subjects for market feedback is beyond compare. However, I do hate making mistakes when I speak. I want to fess up
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
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