Turning ‘chopped Liver’ into Spicy Stew
“Especially for smaller regional brands to stand out and break through the clutter, the one and only choice for continued success is differentiate or die,” Connelly says.
But several other factors create additional value that differentiates the line:
- The inclusion of a pull-tab on the lid makes the can easier to open.
- A bilingual English/Spanish label attracts buyers at grocery stores with Hispanic clientele.
- The rice and bean offerings in the line are spiced with Paul Prudhomme’s Magic Seasonings. The label calls attention to the co-branding partnership.
Southgate’s sales have doubled in the 18 months since it introduced these three packaging features.
Connelly feels it’s less important that these labels emphasize Vietti Foods.
Ball Corp., Broomfield, Colo., produces the metal cans.
The author, Jim George, is the Senior Editor of BRANDPACKAGING magazine.
At Vietti Foods, President Phil Connelly interviewed several designers before selecting Asen Marketing & Advertising. “What I needed help in was the ideation,” Connelly explains. “I come up with a lot of the design ideas and when you work by yourself, you tend to work in a vacuum. I don’t have a hallway full of product managers.
Label printing. At Lewisburg Printing, contact Tony Datuin at 800.559.1526, ext. 119 or visit www.lewisburgprinting.com
Metal food containers. At Ball Corp., contact Bob Tettero at 303.460.5310 or firstname.lastname@example.org