This iconic American dessert gets a restaurant-ready, deep-fried facelift
The Twinkie™ – in all its creamy, cakey goodness – has been the quintessential American treat since the Great Depression. New for 2017, however, is the Deep Fried Twinkie, because even with the increasing popularity of healthier, more wholesome menu items (did someone say Acai Berry Smoothie Bowl?), restaurant-goers will always have a soft spot for deep-fried foods.
Capitalizing on this deep-fried frenzy, McCain Foodservice launched an integrated campaign touting the Twinkie’s nostalgia and convenience to restaurant operators with the goal of bringing the Hostess® Twinkie® brand to the foodservice market. A series of ad placements with publications like Smartbrief Restaurant, Foodservice Director and Restaurant Business were built around a free product sample, hoping to intrigue and motivate operators to try the product with a strong call to action that touted the product’s novelty.
The ad’s creative is simple. Appetite-provoking hero images showcase how the classic Twinkie can be used in a variety of innovative ways. Upon clicking through, the reader is brought to a landing page (below) with an order form to request a free sample, along with recipe inspiration.
McCain was very liberal with samples, as there was no need to be a foodservice operator. However there does appear to have been a cap on this promotion as the rebate is now closed.
Our curiosity (and appetite) got the best of us, and we requested a sample of our own, which arrived in approximately two week’s time. With recipe inspiration taken from the site, we put the product to the test. We were impressed with the freshness and versatility of the product and can see its benefits to foodservice operators for a quick dessert.
Though it is too early to tell if the campaign resonated with operators, Long John Silver’s announced that it will test the Deep-Fried Twinkie on their dessert menu in select markets – an indicator of the campaign’s success.
Key Takeaways:
- Liberal samples are a compelling, easy way to drive trial and usage when introducing a new product to market
- A full media surround with a variety of print, digital, native ad and DTO placements helped this campaign break through
- Pairing sampling with recipe inspiration can be a powerful combination to create operator trial
- Creating a new twist on an old favorite is a timeless trend
Need help launching your product for foodservice? We can help! Contact us at info@infoodmktg.com
From flavored cottage cheese to spiralized veggies, here’s a look at the five new food products we’re INto.
Chowza
Chowza brings a fresh take on the childhood classic — puppy chow! With a crisp bite and indulgent flavor, this Minneapolis-based company offers flavors such as Classic Peanut Butter Chocolate, Mint Chocolate and Butterscotch. At the moment, Chowza is sold exclusively online. Image source: The Dieline
Veggie Noodle Co. adds a twist to pasta business, leveraging the spiralized vegetable trend. Available in four varieties: zucchini, butternut squash, sweet potato and beet. Available at Whole Foods and Target Stores nationwide. Image source: Veggie Noodle Co.
Hippeas offers a line of organic puffed snacks made with chickpeas. Organic, gluten free, vegan, high in fiber and protein and with flavors like Maple Haze and Far Out Fajita, it’s hard to not love these. The perfect healthy alternative to the classic cheese puff. Available at a variety of retail locations nationwide. Image source: trndmonitor.com
Ready to drink cold brew coffee is a growing trend — between 2010 and 2015 cold brew sales grew by nearly 350 percent. Secret Squirrel offers a global spin on traditional cold brew with flavors like Vietnamese Latte, Maple & Brown Sugar and New Orleans Style Chicory Latte, all made with organic ingredients. Available in select markets. Image source: Bev Industry Magazine
A high protein snack, perfect for that 3 PM slump. Good Culture brings an innovative approach to bland cottage cheese with flavors like Kalamata Olive, Pineapple and Strawberry Chia. Certified organic, we love Good Culture’s clean ingredient list. Available at Whole Foods and select retailers nationwide. Image source: Food Business News
Ice Cream Social: 7 Things Learned From Halo Top’s Social Media Success
Founded in 2011 in Justin Woolverton’s kitchen, Halo Top is a low-calorie, high-protein ice cream made with natural ingredients. Originally available in just four flavors, Halo Top has expanded to a whopping 17 varieties. Between 2015 and 2016, the company’s sales increased 2,500 percent, or just shy of $66 million. The product was available at select Whole Foods, specialty stores and co-ops until recently, and is now sold at stores like Kroger, HyVee, Target and Walmart. Even Costco sells a bulk 4-pint case (because you can eat the entire pint in one sitting, many consumers stock up).
Until recently, Halo Top hasn’t relied on traditional means of advertising to promote its product. So, what triggered this rapid growth? Social media and influencer marketing. Here are 7 lessons learned from the company’s success.
1. Develop a solid strategy
What are your objectives? What is your goal? Once defined, all social touch points must stem from these. Halo Top’s messaging is driven by a common goal of increasing brand awareness and customer loyalty through product promotions and consumer engagement.
2. Post relevant content
Once your audience is defined, post content they care about – but keep it on strategy. Be timely, on-trend and relevant to your audience. Halo Top does a great job of utilizing hashtags and curating content around recognized social trends. They have a clear understanding of their audience’s values, which drives the company’s communication tactics.
3. Develop your brand voice
Developing a voice that is authentic, consistent and unique is crucial to social media success. Who is your audience? What is your company culture and brand personality? College-aged, professional, soccer mom, retired? They all require different brand voices. Halo Top knows its audience is younger and social media savvy, leading the brand to communicate in a fun, on-trend way.
4. Engage with consumers
Be human. Consumers want a brand that is genuine, one that they can connect with and trust. Halo Top makes an effort to respond to every post they’re mentioned in, whether it be a comment, like or retweet. The pay off? Positive product reviews, user-generated content (#halotop on Instagram has over 100,000 posts), customer loyalty and a trustworthy brand voice.
5. Make it pretty
With the help of Crier Communications and Peck & Company, Halo Top’s creative direction is something to envy. Between their package design, website and social media accounts, all elements are “Instagram-worthy,” promoting increased social media sharing.
6. Tailor the message to each channel
People use different social media channels for different purposes. Make sure to tailor your message to the right audience at the right time. Halo Top uses Twitter and Facebook to respond to customer concerns and share company news. Instagram is used for sharing trends, promoting company culture and to announce product promotions.
Need help with your business’ social media? We can help! Contact us at info@infoodmktg.com
Image source: theodysseyonline.com
Food styling: then & now
Last month, we touched on the important role that photography plays in food marketing. But, let’s rewind a few steps to consider the magic that happens before food even makes it in front of a camera. What—or better yet, who—makes a dish go from ordinary to drool-worthy?
The answer: food stylists. They are the nimble problem-solvers that make food shine for the camera. From having an expert understanding of food properties and cooking techniques, to knowing where to source just the right hamburger bun, food stylists rely on an extensive knowledge base to make food camera-ready. But the job doesn’t end there. Changing photography trends and budgets have forced food stylists to continuously show their adaptability in new ways.
Authenticity, not perfection
Before the boom of food blogs and Instagram, food photography had a very different sense of style. Every element on the plate was analyzed and arranged to be “just so”, and dishes were often adorned with artful garnishes for a flawless finish. But the age of social media prompted a movement toward authenticity for the genre—food that looks more real and unaltered is not only accepted, it’s expected. Today’s food stylists are tasked with creating dishes that appear freshly-plated or “as-is”. “Gone are the days when a slice of cheesecake had razor-sharp edges and every item on the plate was meticulously placed with a tweezer,” says Minneapolis food stylist Beth Emmons. “The challenge in styling today is to create something with a little bit of mess, but not so much that it is unappetizing.”
One stylist, many hats
Despite all that food stylists already have on their plates, reduced marketing budgets are demanding additional responsibilities. We’ve seen food stylists add propping, content planning and art directing to their skill set. So, not only does the food stylist need to track down that perfect hamburger bun, they’re also charged with sourcing the props and surfaces necessary to set the scene for the hero shot. “With the increased demand for photography for social media, combined with lower budgets, it is often up to the food stylist to fill in some gaps,” Emmons explains. “We are often the source of ideas for content, and it is also not uncommon for us to bring props from home to provide additional choices for the client.”
Whether they’re wearing just one hat or juggling between three or four, food stylists are essential for a smooth-running food photoshoot. They bring your hero shot to levels of delectable goodness that will inspire consumers. And, bonus—their expertise will increase the value of your photography investment in the process.
Looking to invest in food photography? Let’s chat.
Food photography: is it worth the investment?
Photographs and video play an important role in marketing. They are powerful, engaging communication tools when used appropriately and can deliver visual solutions, inspiration and ownable branding faster than any other medium.
The problem? Commercial photography is an investment, and with traditionally lean food marketing budgets, the ROI is often questioned and value expectations are higher than ever.
When I first entered the advertising business in 1995 as an art director, getting 4-5 beauty shots out of a day was considered aggressive. The process required viewing compositions through the camera, reviewing Polaroid proofs, selecting film brackets and sending film out for scanning and color correcting proofs. This was how great photos were achieved and the process was valued by clients. At about that same time, digital photography was starting to take off. The digital era has made the process faster and more efficient, allowing for more shots per day, with color corrections and edits made right on set.
Today, as social media and bloggers have entered the advertising mix, the need for photography and video has exponentially increased. The images surfacing from food bloggers and everyday amateurs have quickly become accepted as the “authentic” norm. Expensive, professional equipment isn’t necessary to accomplish imagery that is not only good enough, but appreciated. If you have a phone, you’re a “photographer.”
This reality has inspired many commercial photographers to evolve their businesses to accommodate the changing needs of clients—bringing more content for less money. Appetizing and impactful imagery (photos and video) is the most powerful way to share a story and inspire engagement—custom images stand out as ownable to your brand.
I value the talent and inspiration that professional photographers bring to the table and believe the investment is worth it for the right projects. There are a variety of photography/video options out there that truly can accommodate any budget. Photographers/studios are incorporating flexibility and increasing capabilities to accommodate a variety of needs. For example:
- Pricing per shot vs. half or full day rates
- Adding a social photographer to maximize usage for social media
- Implementing pre-planning to maximize efficiencies and aligning on deliverables
- Incorporating less-styled food for a more authentic, made-at-home look
- Addding value beyond the photo deliverable
It comes down to understanding your budget, needs and desired outcome to align the project with the right photographer. You might be surprised at what’s possible today!
Looking to invest in food photography? Let’s chat.
Your Guide to 2017’s Top Food Trade Shows
Trade shows can be overwhelming, especially with so many to choose from. We broke down the top trade shows happening this year so you don’t have to:
FOODSERVICE
- WHEN? March 13 – 15
- WHERE? Milwaukee, WI
- WHO? 7,600 buyers from over 19 states, representing restaurants, large-scale dining, bakery, catering, hotel, recreational attractions, grocery and more.
- WHAT? This B2B event, hosted by the Wisconsin Restaurant Association, is focused on connecting suppliers with high-level F&B decision makers. Kicking off with a 5k race and brewery tour on Sunday, you’ll have four packed days of new connections, speakers, and classes.
- Sessions to check out:
- Farm to Fork: How to Use Local Farm Ingredients Throughout the Year
- How to Engage and Retain Millennial Customers and Employees
- Cause Marketing Through the Eyes of Culver’s
- WHEN? March 27 – 30
- WHERE? Las Vegas, NV
- WHO? 7,000 pizzeria or pizza-concept restaurant owners, operators and managers, as well as distributors and food brokers.
- WHAT? Join the largest pizza show in the world for four days of workshops, seminars, speakers and networking. This expo, now in its 33rd year, has over 1,000 booth participants.
- Sessions to check out:
- Panel Discussion: Common Pizzeria Startup Mistakes and How to Avoid Them
- Pizza Crust Boot Camp
- Adding Pizza Styles to Your Menu: The Business Equation
- WHEN? May 20-30
- WHERE? Chicago, IL
- WHO? 45,000 foodservice buyers who are searching for new products and services to take their operations to the next level.
- WHAT? Join the NRA Show for four days of everything foodservice. You’ll be able to connect with other industry professionals, taste the latest trends, learn during on-floor education sessions and more.
- Sessions to check out:
- Key Trends Shaping the Future of Foodservice
- Cannabis & Culinary: The New Frontier
- The Impact of Customer-Facing Technology on Restaurant Design
- WHEN? July 7 – 15
- WHERE? Nashville, TN
- WHO? 5,000 collegiate foodservice professionals from campus dining departments around the country.
- WHAT? The NACUFS National Conference is four days of exciting, intensive education, idea sharing and networking within the collegiate foodservice industry. This year’s conference will also feature best-selling authors Chef Sean Brock and Steve Donahue.
- WHEN? July 9-12
- WHERE? Atlanta, GA
- WHO? 6,000 attendees from school nutrition, industry and allied organizations.
- WHAT? SNA’s Annual National Conference, known as the “School Nutrition Event of the Year,” brings together school nutrition and foodservice professionals from all over the country for an event full of education and networking.
- Sessions to check out:
- Beyond School Lunch: Maximizing Summer, Afterschool and Breakfast
- Food Allergy Focus: How to Approach Gluten-Free and Food Allergies
- Incorporating Culinary Trends Into School Menus
The 2017 AHF Annual Conference
- WHEN? August 15-18
- WHERE? National Harbor, MD
- WHO? Foodservice manufacturers, service providers, and consultants within the healthcare industry.
- WHAT? This four-day conference is dedicated to foodservice within the healthcare industry. You’ll get access to the latest issues facing the industry and also be able to network with your industry peers.
- WHEN? October 17-20
- WHERE? Chicago, IL
- WHO? 23,500 convenience and fuel-retailing professionals from around the world.
- WHAT? The NACS Show is the place to network with convenience and fuel-retailing industry professionals. The expo, taking up 400,000 sq. ft., showcases the latest products and services for c-stores. The conference also hosts several deep-dive educational sessions.
RETAIL
- WHEN? April 1 – 4
- WHERE? Savannah, GA
- WHO? 1,200 industry professionals from leading manufacturers and suppliers in all areas of the snack food industry.
- WHAT? Find the latest equipment, technology, ingredients, products and services that will improve snack manufacturers’ operations at SNAC International’s annual trade show.
- Sessions to check out:
- State of Snacking – Lessons Learned From the Global Market
- Navigating the Nutrition Facts Panel
- New and Emerging Snacks in the Traditional and Better-For-You Categories
- WHEN? May 23 – 25
- WHERE? Chicago, IL
- WHO? 17,000 candy and snack professionals from nearly 90 countries.
- WHAT? The National Confectioners Association is hosting the 2017 Sweets & Snacks Expo to dive deep into the candy, snack and specialty market. Get the chance to meet different players in this industry, from large multinational firms down to boutique, gourmet manufacturers, and learn the latest retail and shopping trends.
- Sessions to check out:
- It’s All About the Packaging: Candy and Snack Packaging Trends
- What IBM is Seeing in Your Shopping Future
- Labeling and Regulations: What You Need to Know for Candy and Snacks
- WHEN? June 25 – 27
- WHERE? New York, NY
- WHO? 47,000 food industry professionals who are looking for the latest innovative and exciting products on the market.
- WHAT? The Summer Fancy Food Show, part of Specialty Food week, showcases the latest products and newest producers across specialty gourmet, ethnic, natural and organic foods, snacks and beverages.
- WHEN? September 13 – 16
- WHERE? Baltimore, MD
- WHO? 28,000 retailers, health practitioners, distributors, manufacturers and suppliers..
- WHAT? Join Natural Products Expo East to see 2018’s biggest natural brands and products. With over 1,450 brands and 450 first-time exhibitors, you’ll be exposed to a wide variety of innovative trends in food, beverage, supplement and personal care products. You can also purchase additional passes to attend their education program.
- WHEN? November 12-14
- WHERE? Chicago, IL
- WHO? Today’s supermarkets, supercenters, drug chains, mass merchandisers, convenience stores, online retailers, importers, exporters, wholesalers, discounters, and military exchanges.
- WHAT? More than 1,300 companies from 40 companies will be exhibiting their products at this year’s Private Label Tradeshow for retailers and wholesalers who are sourcing for their private label programs. You’ll have the chance to identify interesting products and companies in advance of the show to set up one-on-one meetings.
3 reasons we’re INto the Krusteaz website
Happy Pancake Day! This comfort-food holiday had us pouring over a full-stack of pancake-related marketing goodness. In all our research, the Krusteaz foodservice website caught our attention. Here are three reasons we’re INto their website:
1. It’s responsive.
Being responsive allows the page layout to adapt to the size of a user’s screen. Here, the content stacks and the slider is removed for simplicity on mobile screens. Not only does it make for a positive viewing experience across all devices, responsiveness also contributes to SEO. Search engines will prioritize responsive sites over those that only have a desktop experience.
2. It’s easy to navigate.
With a simple navigation of just six primary sections and only four submenu items, there’s not much to this site—and that’s a good thing. Visitors can quickly find what they need and get there with just one click.
3. It’s simple.
We really like the flow and organization of the page layouts. The homepage consists of just three sections of content, and more than half of that space is devoted to photos of trending recipes.
OUR RATING
Overall, the website structure and user experience for Krusteaz Professional is in a good place. As for design, we extended our research to the Krusteaz retail site to see how the brand style translates between retail and foodservice. Foodservice websites often don’t get the “design love” that their retail counterparts do. The modern look and feel of the Krusteaz retail site has a freshness that we’re missing in their foodservice site. We understand that foodservice and retail websites have different priorities, but we could see some of these modern retail elements utilized to take their foodservice site up a notch.
Hungry for more? Contact us to learn how we can work together.
Beyond email: 5 proven ways to engage your customers
You’ve invested in a marketing automation platform, honed your list and perfected your process for deploying emails on a regular basis. Now all you need to do is sit back and watch the sales roll in, right? Not so fast. While email is an effective way to communicate directly with your customers, it shouldn’t be the only way. As more and more marketers hit the “send” button, you may find your emails getting lost in the shuffle. Consider these proven tactics to complement your efforts:
1. Direct mail
It may seem like a step back in time, but direct mail can be a highly effective tactic—especially since so many marketers have diverted their budgets to digital efforts. In a recent foodservice campaign where we leveraged email, direct mail, and high-impact print and digital media placements, our best performer (by far) was direct mail.
2. Events
In today’s digital age, personal connections can go a long way toward building relationships. Consider hosting a lunch-and-learn to address a customer pain point, or sponsoring special events at your key industry conferences.
3. Webinars
Beyond your products, you likely have all kinds of valuable information to share with potential customers such as trend research, recipe ideas and preparation tips. Webinars are like making a virtual sales call to a highly engaged “room” of customers.
4. Social media
With the right strategy and platforms, social media can be a powerful way to connect with your customers. The key is having compelling content to drive to, such as a blog or recipe collection. But even without those, there are easy ways to dip your toes in the water and begin building a social presence. One example: follow industry leaders on Twitter and retweet content while adding your own point of view.
5. Promotions
Looking to drive trial or ramp up sales quickly? Coupons, free samples, rebates and sweepstakes are all ways that you can lower the barrier for prospective customers—and potentially convert them into long-term users.
Looking for new ways to engage your customers? We’d love to talk! Contact anita@infoodmktg.com.
12 Days of Holiday Food Packaging
As a food marketing agency, it’s hard for us not to ooh and ahh over some of the festive packages we see hit the shelves this time of year. Join us as we find and discuss the packaging for 12 food products dressed in holiday style.
Day 12: Land O’Lakes Eggnog
Our Notes
We couldn’t wrap up our series on holiday food packaging without taking a look at this seasonal eggnog from Land O’Lakes. Most of this carton has taken on a creamy tan background with a very subtle speckled texture. A simple red and green illustration of a wreath encompasses the product name and decidedly brands the package for Christmas.
Overall Thoughts
Like a few other products we’ve looked at for this holiday series, Land O’Lakes took a very simple approach with their eggnog packaging. There’s no product photography on the front. But, the creamy, speckled background hints at the beverage inside that’s traditionally sprinkled with nutmeg. As the singular element of Christmas on the package, the wreath appears stylistically retro, a nod to the nostalgia associated with this holiday party drink. The simple package design may not have a major “wow” factor, but it sure got us in the holiday spirit.
Day 11: Angie’s Frosted Sugar Cookie Boom Chicka Pop
Our Notes
Here at IN, we have a soft spot for Angie’s, both for their popcorn and for their branding. Looking at just the layout of this holiday-edition bag, not much has changed from the standard packaging. Snowflakes have been added in a simple line at the top of the bag, and the logo has been transformed into a Christmas ornament. Known for their brightly-colored bags, Angie’s made the switch to metallic for their Holidrizzle packaging.
Overall Thoughts
Our eyes lit up like kids at Christmas when we saw the display of Angie’s Holidrizzle Boom Chicka Pop. Though the layout of this holiday-edition bag hasn’t changed much from the standard packaging, Angie’s has certainly made a festive impact with a simple switch to metallic for their Holidrizzle bags. Not only does this make the bags eye-catching among the other snacks on the shelves, but the metallic finish feels premium and special, a perfect fit for the Frosted Sugar Cookie Kettle Corn inside.
Day 10: Coffeemate Peppermint Mocha Creamer
Our Notes
The seasonal line of Coffeemate creamer received a wintry packaging makeover with a flurry of snowflakes falling in the background. For this Peppermint Mocha variety, a candy cane striped mug topped with decadent chocolate frosting and peppermint candy rests in the snowy white landscape to indicate the flavor inside.
Overall Thoughts
Though this packaging doesn’t scream “Christmas” or even “holiday”, its seasonal look can’t be missed in the snow and decadent drink displayed on the label. With this subtle approach, Coffeemate proves that not all limited-edition packaging needs to have an excess of bells and whistles to exude holiday spirit. Instead, their approach to seasonal packaging leverages their signature look to maintain brand recognition with just a taste of winter wonderland.
Day 9: Hershey’s Candy Cane Bar
Our Notes
Hershey’s didn’t stray too far from its iconic simple packaging with their holiday edition Candy Cane bar. The wrapper features a clean, white design with candy cane stripes on both ends to indicate the bar’s peppermint flavor.
Overall Thoughts
Peppermint-flavored everything is everywhere during the holiday season. How is a brand supposed to stand out in all of that minty madness? Hershey’s took the “don’t reinvent the wheel” approach, and we think they made the right choice. By retaining their classic look with the simple addition of candy cane stripes, Hershey’s leveraged the strength of its brand to plow through the clutter.
Day 8: Trader Joe’s Dark Chocolate Covered Joe Joe’s
Our Notes
We couldn’t stay away from this seasonal treat from Trader Joe’s after hearing rave reviews from a couple of our team members. The box says “Christmas” at first glance with its 2-tone red striped design. It’s dressed up like a gift, as the design features a gold ribbon wrapping around the box. The badge-style logo even acts like a gift tag in a festive, ornamental shape.
Overall Thoughts
First thing’s first, we had to see if these cookies could live up to all of the hype. They definitely do, which posed a bit of a problem. The design has a holiday feel, but it doesn’t reflect the premium quality of the cookies inside. We think a gift-worthy product should have a gift-worthy presentation. Perhaps a cleaner, white design would better highlight the peppermint-y goodness of these decadent, yet refreshing cookies.
Day 7: Old Dutch Tiny Twists Holiday Pretzels
Our Notes
Nothing on this holiday packaging for Old Dutch Pretzels resembles the standard bag. The original blue and yellow design has been replaced by a cheery red and green argyle pattern, complete with snowflakes, and the once blue logo is now red to match. For a finishing touch, the square window has been exchanged for a wreath of holly and berries.
Overall Thoughts
Whether used for dipping in chocolate or stirring into snack mix, pretzels are a holiday snacking staple. So, adopting a festive package design for the season makes sense. But did Old Dutch go too far in this makeover? Though the Old Dutch logo is still recognizable and prominent, we see a fair amount of risk in the drastic departure from their standard bags. Until this holiday design becomes a brand standard in consumers’ minds, Old Dutch could be running the risk of getting lost in the snack aisle.
Day 6: Goldfish Grahams S’mores
Our Notes
This bag of Goldfish Grahams S’mores underwent the biggest holiday makeover of the packages we’ve seen so far. The background has changed to a blend of red to red-orange, and Finn the Goldfish’s camping hat has been replaced by a Santa hat. The blue that normally covers the package is now confined to just 2 ornaments in a snowy landscape. Though we didn’t notice it until we got back to the office, a third (very subtle) red ornament displays the Goldfish logo.
Overall Thoughts
We love to see changes to food packaging for the holidays, and it’s safe to say that kids do too. Perhaps that’s just enough reason to make this seasonal edition worthwhile. Our only complaint here is that the Grahams branding gets lost in all of the holiday cheer. Reducing the amount of blue on the bag makes it difficult to distinguish it amongst the rest of the Goldfish lineup.
Day 5: Trader Joe’s Decked Out Brittle
Our Notes
Another Trader Joe’s find, this Decked Out Brittle is a bit more seasonably dressed than the hot chocolate we found a few days ago. The packaging features some familiar brand assets with an elegant holiday twist. Plus, designed as a hinged-top style box, the product feels giftable. We also noted the “punny” name is an accurate description for this festive brittle filled with nuts, seeds and berries.
Overall Thoughts
The exterior design of this package is simple and elegant—a good amount of holiday style. When we opened up the box we were a little disappointed by the rest of the product experience. Don’t get us wrong—the product itself is tasty. But the box feels very standard, and the interior packaging is just a lack-luster, heavy-duty plastic bag of brittle. We think Trader Joe’s could have decked this packaging out more to align with the perceived value of the product inside. Since this seasonal treat is made with high-quality ingredients, presenting it in a heavier weighted, more substantial box with a tray instead of a bag would be a better fit.
Day 4: Milano Cookies
Our Notes
The festive packaging for Milano cookies couldn’t be ignored as we wandered down the snack aisle. The cookies inside the bag are familiar, but Christmas red replaces the standard purple top of the bag, and trees made of snowflakes line the now-snowy horizon. Snowflakes also fall down the side of the package to continue the seasonal feel.
Overall Thoughts
It’s safe to say cookies are the unofficial dessert of Christmas as they seem to show up in droves throughout the season. To make sure their cookies aren’t forgotten behind grandma’s gingerbread, Pepperidge Farm dressed up its Milanos in holiday cheer. The change makes an already elegant cookie feel more special and jump right into the shopping cart. Santa won’t mind a Milano or 2 mixed into that plate of sugar cookies, right?
Day 3: Trader Joe’s Peppermint Hot Chocolate
Our Notes
We found this tin of Peppermint Hot Chocolate hiding amongst other holiday goodies in one of the many seasonal displays at Trader Joe’s. Though the design doesn’t exactly exude holiday spirit, the badge-style logo combined with the tin container feels very giftable. Plus, its contents definitely give it a limited-time status.
Overall Thoughts
This product didn’t pop off the shelf for being decked out in candy canes or Christmas trees. Rather, it stood out for its simplicity. The badge-style logo and tin packaging elevate it to feel special, perfect for a little stocking stuffer. Maybe it will even make an appearance at this year’s IN Secret Santa gift exchange.
Day 2: Kemps Skim Milk
Our Notes
While browsing the dairy aisle for the traditional eggnog and festive creamers, we were surprised to stumble upon Christmas packaging in the milk section. Milk is such a staple item that you might not even notice the label change if you’re not looking for it. Here, the grassy fields are replaced by snow, and the Kemps cow is adorned in Santa garb and holding a sign that reads, “Official milk of Santa”.
Overall Thoughts
Because shoppers are accustomed to milk’s color-coding system, a jug of milk has very little flexibility to dress up for Christmas. Kemps had a small window of opportunity and really milked it for all it’s worth by taking ownership as the official milk of Santa. Adding Santa may not have a big impact on holiday sales for this staple grocery item, but it does succeed in making a relevant connection with shoppers.
Day 1: Ritz Crackers
Our Notes
At a quick glance, Ritz doesn’t stand out for its limited edition seasonal packaging. Instead, a snowflake-themed box maintains the iconic Ritz Red that we see year-round. We also noted that snowflakes read as “seasonal” rather than “holiday” or “Christmas”.
Overall Thoughts
Retaining the Ritz Red as the core asset ensures familiarity with brand loyalists. Buyers know what they can expect with the bonus of a festive-shaped, entertaining-worthy cracker. Plus, choosing snowflakes versus Santa extends the life of the packaging past Christmas and New Year’s, especially here in MinneSNOWta.
5 ingredients for a great creative brief
It’s the bane of most marketers, but generating an inspiring creative brief doesn’t need to be a painful or time-consuming process. Sure, agencies love information, but less can be more if it’s the right information. In addition to the basics like identifying your target audience and overall budget, these are the 5 things we look for:
1 • Background/objective
It seems simple, but oftentimes marketers don’t have a compelling “why” driving the campaign. Are sales declining? Is a competitor gaining ground? Is there a compelling market opportunity you’ve uncovered? The more we understand why we’re developing the campaign and what we’re trying to achieve, the better our work will be.
2 • Singular key message
This may be the most challenging of all, but the most effective creative comes down to communicating one message — and doing it really well. Think about it this way, if you had only five seconds to explain your product to a prospective customer, what would you say? The message can also drive the medium, so it’s best if the tactics aren’t predetermined prior to the briefing.
3 • Message hierarchy
Outside of a digital banner ad, there’s usually space for supporting messages. Understanding the priority of those messages helps us craft the most effective copy.
4 • Creative mandatories
If you need 12 brand logos, 6 ingredient decks and 4 nutritional labels, we can make it happen! It will just be a lot less painful for both of us if we can plan for it up front (and that holds true even if it’s just one of each).
5 • Desired outcome
What do you want the creative to do? Build awareness, drive click-through, encourage trial or all of the above? By beginning with the end in mind, we can develop creative solutions that are much more effective. For example, if we know the entire goal of a campaign is to generate trial, that will shape everything — from the message to the medium.
ONE FINAL TIP • Some of our most effective briefing sessions have been a collaborative effort with our clients, so don’t think you need to go it alone. Just contact anita@infoodmktg.com and we’d be happy to help.
