July 18, 2012

In Packaging, The Devil Is In The Details

I read an interesting stream from my Fresh Produce Google Group recently about ASDA adopting an innovative traffic light colour coding system for their avocados. You can read the original article here: http://ljxxx.ajhvbsejbo.cjdp.cjvl.nl4.gsr.awhoer.net/lifeandstyle/2012/jul/16/supermarket-colour-coding-buying-avocados. The article describes how a green box will be used for lovely, brown ripe Hass avocados that are ready to eat, an orange box will be used for avocados a few days away from being ripe and a pink box will be used for not ripe avocados. I applaud this initiative to colour code because let’s face it, avocado ripeness is a mystery to most shoppers. However,  
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  
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  
March 15, 2011

Using ‘Provenance’ to Create a Point of Difference

One of most cost-effective ways to monitor food trends is to observe what packaged food companies are doing. These companies are usually big, have budgets equal to the GNP of a small African nation and they invest in research. Chances are if a packaged food company is featuring a message theme on their packaging – this is a trend you should be paying attention to. This week, I am loving Wattie’s (New Zealand) “Pick of the Crop” labelling on their canned fruits and vegetables. There are three things we can learn from their packaging. 1. Notice the frequency and prominence