Download 5 Strategies to Create More Effective Produce Packaging

5 Strategies to Create
More Effective
Produce Packaging
Lisa Cork
Fresh Produce Marketing Ltd.
Savvy Strategies. Persuasive Packaging. Bold Brands.
[email protected]
Copyright © Fresh Produce Marketing Ltd. 2011
The average supermarket stocks over 40,000 items. Each of
these items competes for a share of the shoppers‟ wallet…and
the shoppers‟ stomach.
Most produce
companies view
their packaging as
a cost…and often
an expensive cost
at that. Very few
companies view
their packaging as
a marketing
investment.
In this highly competitive environment, where shelves are full
of packaged foods supported by multi-million dollar marketing
budgets, what can a fresh produce company do to capture
shopper attention?
One of the most effective things a fresh produce company can
do is to increase the effectiveness of their produce packaging.
This report gives you five strategies to do exactly that. But
before we reveal the five strategies, why is focusing on your
produce packaging and what I call the „on-pack message‟ so
important?
Most produce companies view their packaging as a cost…and
often an expensive cost at that. Very few companies view
their packaging as a marketing investment – an investment
that if used properly, becomes an in-store mini-billboard seen
by hundreds (if not thousands!) of shoppers per day. Create
the right „buy me‟ message on your packaging…and you will
motivate shoppers to buy.
Consider this example. Imagine how boring (and how small)
the cereal category would be if every package just stated
what was inside. You would see packages that read, “Bran
Flakes with Raisins,” “Flakes of Corn,” “Rice with Sugar and
Chocolate.” Something gets lost in the translation, doesn‟t it?
This example shows, it‟s not what‟s in the box that counts,
but how you describe what‟s in the box that matters.
It‟s the same for fresh produce. And this is where most
companies get it wrong.
This pack of celery is pretty
plain and perfunctory.
Could it work harder to
convince shoppers to buy?
Most produce marketing companies (and retailers too!) view
their produce packaging simply as a „containment vessel‟ for
the product inside. Whether sticker, sleeve, bag, box or
punnet, companies put little thought into the brand and onpack message opportunity.
While every pack must contain the perfunctory information
required by law (product name, size/weight, producer
details, etc.), this perfunctory information does absolutely
nothing to stimulate or capture the attention of the shopper!
And this is where the opportunity lies.
© Fresh Produce Marketing Ltd. 2011 PO Box 56-512, Dominion Road, Auckland New Zealand 1446
Phone: +64 9 815 5944 / E-Mail: [email protected] / www.freshproducemarketing.com
By viewing your packaging as more than a cost and a
„containment vessel‟, you start to see just what a powerful
and persuasive tool your packaging can be.
Shoppers buy
fresh produce
differently than
packaged foods.
Fresh produce is
driven by shopper
interaction with
the product. They
pick it up, they
tap, they smell,
they look…
So, what‟s the secret for turning plain and perfunctory
packaging into a powerful and persuasive sales tool? Here are
five strategies you can use to make your packaging more
effective.
Strategy 1: Reduce the Size of Your Brand on Your
Pack
I realize this is a blasphemous statement and you‟re thinking,
“What do you mean, reduce the size of my brand? It‟s an
important part of my packaging.”
The fact is, unless you have a global brand that‟s been around
for a while (think Dole, Chiquita, Sunkist) or you have
exclusive access to proprietary varietals (think Sunworld,
Perfection Fresh (Australia), AS Wilcox and Sons (NZ)), there
is a high likelihood your brand doesn‟t matter to the shopper.
Why?
Shoppers buy fresh produce differently than packaged foods.
Fresh produce is driven by shopper interaction with the
product. They pick it up, they tap, they smell, they look and
if it meets their purchasing criteria, they buy. The brand is
secondary.
Notice how much label
space this brand takes up.
But does it make the
shopper want to buy? What
other message could appear
on this label to drive more
interest…and sales?
As a result, if your brand is occupying a high percentage of
your packaging, whether sticker, sleeve, bag, box or punnet,
it is taking up valuable space – space that could be used to
create a more consumer focused, „buy me‟ sales message.
Strategy 2: Talk To Someone and Say Something
One of my favorite lines from Guerrilla Marketing, back in the
days when it was seen as the bible for cost effective
marketing strategy, was the line, “Market something to
somebody and say something.” Meaning, marketing
effectiveness increases when you target your market.
© Fresh Produce Marketing Ltd. 2011 PO Box 56-512, Dominion Road, Auckland New Zealand 1446
Phone: +64 9 815 5944 / E-Mail: [email protected] / www.freshproducemarketing.com
The retail
environment is
too competitive
for the fresh
produce industry
to be successful
mass marketers
anymore...and
every food trend
is pointing to the
need for
customization.
In fresh produce, we need to be moving rapidly down this
path. The retail environment is too competitive for the fresh
produce industry to be successful mass marketers
anymore…and every consumer food trend is pointing to the
need for customization.
At trendwatching.com, the trend Urban Pride is driving the
customization of products down to city level. For example,
Absolut Vodka now customizes and segments their vodka by
city (Absolut Cities). Key cities now have a vodka taste/flavor
developed just exclusively for them.
What this means for fresh produce packaging is…talk to your
target market on your packaging. And, if you don‟t know who
your target market is – find out! Know what appeals to them
about your product and then describe your product in a way
that matches their needs. This creates a stronger incentive to
buy.
Strategy 3: Develop a Packaging Message That
Makes Your Product Easy To Buy…And Use
I really feel for smaller, emerging industries. Products like
tamarillo, custard apples, feijoas and the like often struggle
to stimulate demand. There is not enough money in the
bucket to do consumer advertising, education and outreach,
yet without advertising, education and outreach, it is really
hard to grow demand.
One of the most compelling and effective things these smaller
industries can do (and it relates to bigger companies as well)
is to use packaging to educate consumers and make the
product easier to buy and use.
This exotic fruit sticker
could have benefitted from
less brand…and more info
on how to buy/use/eat the
product.
Packaging in this context could be as simple as an effective
on-product sticker. Consider the pulling power a large sticker
can have as an education tool. Critical messages like “Ripe
when soft” or “Sweet, creamy, custard-like texture inside”
gives shoppers guidance on how to be successful with the
product.
© Fresh Produce Marketing Ltd. 2011 PO Box 56-512, Dominion Road, Auckland New Zealand 1446
Phone: +64 9 815 5944 / E-Mail: [email protected] / www.freshproducemarketing.com
I know larger stickers add cost. But the investment you make
in something like an effective label, which goes physically on
the product at point of sale, will be a far more effective
spend long-term than any advertising, promotion or PR effort.
Strategy 4: Know What the Current Food Trends
Are…And Capitalize On Them
Have you noticed
how packaged
food products are
the only ones
having fun with
their branding
and packaging?
It’s time we put
some fun back
into fresh.
What‟s the fastest, easiest and most cost effective way to
find out what the hot food trends are? Simply Google the
words “Food Trends” and you will end up with 60 million or so
hits. There is no excuse not to be aware of food trends and
what is happening in the wider world of food.
The next step is to review the food trends in the context of
your product. For example, in 2011 there is an emerging trend
towards simplicity and home canning. Is this a trend your
product can take advantage of? If yes, what can you say on
your packaging that captures and promotes this trend?
Maybe you add a starburst on your pack that says, “Flavor at
Its Peak – Perfect for Canning or Fresh to Eat.” Maybe you add
a canning link to your website and drive consumers there via
your on package message and teach them how to can what
you grow. Maybe you can use your packaging to provide some
simple canning advice with the proviso – “Stock Up On Me –
Simple Canning Tips” Not only are you educating your
shopper, but you are selling more volume – volume that does
not compete with your fresh sales because it is going to a
different use.
Strategy 5: Be Cheeky and Have Some Fun!
Somewhere along the way, the fresh produce industry missed
the turn off that said, “Make Packaging Fun.” Instead, we
took the road that said, “Plain and Perfunctory.” Have you
noticed how packaged food products are the only ones having
fun with their branding and packaging? It‟s time we put some
fun back into fresh. What do I mean?
© Fresh Produce Marketing Ltd. 2011 PO Box 56-512, Dominion Road, Auckland New Zealand 1446
Phone: +64 9 815 5944 / E-Mail: [email protected] / www.freshproducemarketing.com
Consider taking a step back from your product and looking for
the quirk. For example, when I spoke at an avocado growers‟
conference, I suggested they use a statement like, “No
avocado trees were hurt in the picking of this fruit.” It‟s a
tongue-n-cheek play on the animal testing theme…why not
adapt it for fresh produce?
View your
packaging as a
mini-billboard
that has the
potential to be
powerful,
persuasive and
drive sales.
Without being disrespectful, consider some options to play
with your packaging message within the context of the
FairTrade and Green/Environment movements. For example,
consider a statement like, “This produce is FairTrade. Sales of
this product benefit a local farmer and his family.”
Don‟t take yourself or your product too seriously on your
packaging…instead be cheeky and have a bit of fun.
Remember – fresh produce has the upper-hand in the food
stakes. As fresh, healthy, real, simple and natural become the
characteristics consumers seek in their food, fresh fruits and
vegetables tick all the boxes. What an enviable position!
Yet we are not doing enough with the opportunity.
One thing you can do to drive increased fresh fruit and
vegetable consumption…and take full advantage of existing
food trends, is to view your packaging as more than just a
containment vessel. Instead, view it as a mini-billboard that
has the potential to be powerful, persuasive and drive sales.
Packaging is more than a cost…it is an untapped opportunity
to convert shoppers to buyers and increase your sales in the
process.
© Fresh Produce Marketing Ltd. 2011 PO Box 56-512, Dominion Road, Auckland New Zealand 1446
Phone: +64 9 815 5944 / E-Mail: [email protected] / www.freshproducemarketing.com
About The Author
Lisa Cork is the owner/director of Fresh Produce Marketing Ltd. a
company dedicated to increasing fresh produce sales and
consumption. Her expertise (and passion) is helping growers and
retailers transform the message on their fresh produce packaging
from being plain and perfunctory to being a powerful and
persuasive marketing tool that drives sales, captures attention and
builds stronger relationships with customers.
For more information email: [email protected].
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Please Note: Each country has its own labeling laws that must be adhered to when
developing fresh produce packaging. The ideas provided in this report are meant to
be thought provoking, but they do not substitute for getting professional advice
related to packaging and labeling laws in your country. We recommend any
changes or additions to your on-pack message be run by the appropriate expert for
approval.
© Fresh Produce Marketing Ltd. 2011 PO Box 56-512, Dominion Road, Auckland New Zealand 1446
Phone: +64 9 815 5944 / E-Mail: [email protected] / www.freshproducemarketing.com