Research has shown that an emerging trend in CPG is the consumer’s desire to purchase products that offer comfort and convenience, along with healthy ingredients. Comfort translates into design and images that evoke authenticity, trust, and even nostalgia.The challenge of convenience is to convey that a product is easy to use. Healthy ingredients translates into products that are fresh and natural.
The country’s leading producer of smoked seafood and long-time MOI client Ocean Beauty Seafood approached the creative team with the challenge to create new packaging for a line of fresh-made salmon spreads to be sold in delicatessen departments in supermarkets.
Using the research as a starting point, the team crafted a branded appearance that invoked the nostalgia for the authenticity of an earlier period, in this case the Victorian-era, using a “heritage” look. The packaging incorporates copy and visual cues throughout to convey the ready-to-use aspect of the product. A big marketing plus is the product’s use of wild caught sockeye salmon, which is a sustainable fish, a fact which was included in many places on the package. Additionally, for shelf display, the innovative sleeve has the ability to stand up on its edge.
Agency principal Mark Oliver noted that the key considerations “were to assure the buyer that the products had the authentic taste and quality of an old-world smoked salmon product while at the same time providing all the values and conveniences that modern consumers look for. We think the packaging delivers on all counts.”
Established in the early years of last century, Rancho Los Olivos is a Santa Ynez Valley landmark spread among the old Valley oaks. The 3rd generation owners felt the time had come to step up from the old label which marked their premium wines. The industry is full of idiosyncratic labels, very few of which address the challenges of standing out from a wall of wine in a retail environment. The team at Mark Oliver, Inc. considered telling the story of the Rancho because it was distinctive. But where were the visual story-telling elements that would allow us to brand the wines individually and as group and appeal to consumers?
We found the answer on a blustery day by looking up. We heard noises coming from the rooftops of various barns and outbuildings. And there was the answer: a vast array of shapes and sizes of distinctive animal weathervanes turning to face the wind. The rest was a breeze.
We are inevitably surprised and pleased when a client shows up in our own backyard, in this case neighboring Santa Barbara. Our clients are usually based elsewhere in the country. So we looked forward to working with the former king of ice cream in the southland.
The overall company objective was to rebuild the venerable 60 year-old brand after years of declining sales. This was a company-wide activity but an emphasis was placed on new packaging. Among other things, our research showed that consumers of super-premium ice creams owned a growing preference for products with pure, simple, identifiable ingredients. And as we discovered, McConnell’s was in the enviable position of being able to capitalize on the desire of consumers for simpler and healthier food without having to do anything differently in how its products were manufactured.
This was an exceptional opportunity and we pitched the client on taking advantage of this new information. As differentiation of a product from its competitors at many levels is a key to success, we proposed completely new product positioning, branding, and packaging. The client agreed and the result you can see here.