OPPORTUNITY:

Sara Lee® took the opportunity to develop new packaging for their Hearty & Delicious® brand to overcome longstanding consumer misperception that Sara Lee products are less nutritious and more “dessert-focused.” By positioning the brand as “more nutritious,” Sara Lee hoped to introduce the “taste” message to nutrition-focused consumers. Also, it was an opportunity to align the brand within the flavor/color framework established by the competition, enabling Sara Lee to refresh the look and feel of the Hearty & Delicious product line while consolidating SKUs from nine to four.

STRATEGY:

Define the Hearty & Delicious brand as healthy and flavorful by finding a unique way to display a new nutritional system and differentiate various health claims while communicating flavor cues. New packaging should showcase a premium-priced product with a savory taste and universal appeal. And the packaging should be contemporized to what a consumer might expect from a premium bakery.

SOLUTION:

PKG highlighted the Hearty & Delicious brand’s improved nutrition and great taste, prominently displaying new, revised ingredient cues and appealing product images—“aspirational” sandwich images that differentiate the line from the competition. By creating a clean and easy-to-read nutritional claim system and aligning the brand’s flavor colors with those of the competition, the redesign helps shoppers find their favorite product quickly and easily.

RESULTS:

The new line—and packaging—is generating excitement among the Sara Lee sales force and within the Sara Lee bakery community. And, results in testing at shelf show the product holding its own against the competition. This new line will launch in retail channels in October 2011.

With the growing popularity of meatballs as both a side and main dish, PKG worked with Perdue to create two new meatball products to fit within their expanding frozen product line.

Utilizing the existing architecture of the frozen products, the flavor banners and photography were designed to create a more distinct and ownable look—creating shelf separation and visibility in the freezer case. The inherent benefits of turkey, as well as the use of all natural ingredients without preservatives are clearly highlighted for the shopper in the photography and packaging communication.

Senseo, a long-established brand in the single serve coffee market, continues to refine their product lineup in an effort to increase shopability and aid findability on shelf. With this refresh, a new flavor system was established and the packaging graphics were simplified to create clarity across their packaging system.

Everfresh created a “mom approved” line of economical fruit juice drinks with an all-family appeal. PKG used a fun and festive graphic approach to appeal to kids AND moms. The fruit illustrations, along with a strong vitamin C message, remind mom of the healthy contents. The project was carried out through roughly 50 SKUs, including bottles, cans, in-store signage, coolers and fleet graphics for Everfresh’s other juices.

As stewards of the EarthGrains brand since refreshing its brandmark and packaging in 2006, our team has been involved in the continuing evolution. We have guided their many line extensions, point-of-sale pieces, a promotional partnership and an EcoGrain revolution.

The EarthGrains brand recently found itself at a new juncture. A reformulation provided an opportunity to refine the packaging to improve shopper findability on shelf and condense the product line to focus on the strongest flavors. Based upon an ever-changing consumer health outlook, we took this opportunity to add an on-pack nutritional messaging system and put an increased emphasis on the flavor. The EarthGrains brand has always stood for an all-natural approach to bakery bread. We improved upon the transparent brand story to highlight the lack of artificial colors, flavors or preservatives.

Moms with kids are always looking for a nutritious white sandwich bread. Sara Lee and PKG worked together on a national relaunch for Sara Lee IronKids White Bread to create packaging that would appeal to kids, but convey increased nutritional benefits for mom. A healthy, active child on the front of the package pulls in shoppers and a prominent nutritional message completes the sale. Use of white and red in the color scheme ties-in with Sara Lee’s bread portfolio while the prominent blue separates this nutrition-focused product on shelf.