My food packaging tips as shared at The Grocer's Build A Brand conference on 22nd October 2013 in London

1. In The Aisles

2. The Seven Secrets
Of Flying Off the Shelf
Tessa Stuart
Packed Branding
www.packedbranding.co.uk

3. Building A Product into a Brand
What’s that?
OK, I’ll try it – it’s a bit unfamiliar though
Mmmmm or Meh – I might try again
I am choosing to buy it (and my family/OH like it)
I buy it regularly without thinking
Automatic sale – I don’t think, I just reach out

4. Building A Brand
To become a habit, brands rely on:
• the creation of memory structures
• the connection of neurons
• the number of (strong) associations a
customer has about a brand
• The connection of those associations with
usage (eg Heinz ketchup with sausages, CocaCola with happiness)

5. No Quick Fixes
• Even in our instant age
• …. building brand memories takes the same
amount of time as it always did
• But now there are many more distractions

6. Shoppers have less time and attention
• Help
The customer
Understand
What
Your
Product
Is

7. Point of decision

8. Classic packaging mistakes
1. Evil Fonts
People do NOT hang around in the chilled aisles
puzzling out your arty fonts

9. Classic packaging mistakes: No 2
•WRITING YOUR
BRAND NAME SO
LARGE ON PACK
That consumers have no idea what the
product is

10. Classic Packaging Mistakes No 3
• Here’s a colour that only works with some
foods…..

11. 4. Great Taste Gets You Bought!

12. 5. Keep It Simple
Showing the
juice off
Pictures of fruit
– images are
easier to process
than words are
Innocent name and
brand promise
“Never ever from
concentrate”

13. 6. Show It Off
For passion fruit
fans, the visible
seeds act as a
“visual magnet”

14. 7. Explain It
“We originally
launched Plain
Jane for
customers who
just loved the
base of our
yoghurt.”

15. Customer Feedback….
“Customer
emails were
telling us the
blue
packaging
and "Plain"
name
perhaps
indicated a
nonsweetened
yoghurt…”

16. “We tweaked the
name to Sweet
Jane”
Sweet Jane
“We chose pink, a
warmer colour”
“We put a clear message
on pack about the touch
of honey in the yoghurt”

17. Collective Dairy’s result…..
• “Not only are consumers really clear
what’s on the pack…..
• Sweet Jane sales have increased by
50%!”

18. 8. Size matters
• Let
Customers
Buy
You
In
Different
Sizes
For different eating occasionsanddifferent spends

19. Scandi: Peter’s Yard Crispbreads
Storage tin and
constant “Re-fill
me reminder
opportunity”!
Big Storage tin
Also great shelf
presence in
independents
“Foodie gift”
Canape
Entry size
Everyday

20. Let your sides do the talking

21. 9. Sample, sample, sample

22. 10. Create a ritual…
• ….. Ritual
G’Nosh Dips – for sharing
and entertaining