In The Aisles
The Seven Secrets
Of Flying Off the Shelf
Tessa Stuart
Packed Branding
www.packedbranding.co.uk
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 aga...
Building A Brand
To become a habit, brands rely on:
• the creation of memory structures
• the connection of neurons
• the ...
No Quick Fixes
• Even in our instant age
• …. building brand memories takes the same
amount of time as it always did
• But...
Shoppers have less time and attention
• Help
The customer
Understand
What
Your
Product
Is
Point of decision
Classic packaging mistakes
1. Evil Fonts

People do NOT hang around in the chilled aisles
puzzling out your arty fonts
Classic packaging mistakes: No 2

•WRITING YOUR
BRAND NAME SO
LARGE ON PACK
That consumers have no idea what the
product i...
Classic Packaging Mistakes No 3
• Here’s a colour that only works with some
foods…..
4. Great Taste Gets You Bought!
5. Keep It Simple
Showing the
juice off

Pictures of fruit
– images are
easier to process
than words are

Innocent name an...
6. Show It Off

For passion fruit
fans, the visible
seeds act as a
“visual magnet”
7. Explain It
“We originally
launched Plain
Jane for
customers who
just loved the
base of our
yoghurt.”
Customer Feedback….
“Customer
emails were
telling us the
blue
packaging
and "Plain"
name
perhaps
indicated a
nonsweetened
...
“We tweaked the
name to Sweet
Jane”

Sweet Jane

“We chose pink, a
warmer colour”
“We put a clear message
on pack about th...
Collective Dairy’s result…..
• “Not only are consumers really clear
what’s on the pack…..

• Sweet Jane sales have increas...
8. Size matters
• Let
Customers
Buy
You
In
Different
Sizes
For different eating occasionsanddifferent spends
Scandi: Peter’s Yard Crispbreads
Storage tin and
constant “Re-fill
me reminder
opportunity”!

Big Storage tin
Also great s...
Let your sides do the talking
9. Sample, sample, sample
10. Create a ritual…
• ….. Ritual

G’Nosh Dips – for sharing
and entertaining
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The Seven Secrets of Making Your Food Product Fly Off The Shelf

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

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The Seven Secrets of Making Your Food Product Fly Off The Shelf

  1. 1. In The Aisles
  2. 2. The Seven Secrets Of Flying Off the Shelf Tessa Stuart Packed Branding www.packedbranding.co.uk
  3. 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. 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. 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. 6. Shoppers have less time and attention • Help The customer Understand What Your Product Is
  7. 7. Point of decision
  8. 8. Classic packaging mistakes 1. Evil Fonts People do NOT hang around in the chilled aisles puzzling out your arty fonts
  9. 9. Classic packaging mistakes: No 2 •WRITING YOUR BRAND NAME SO LARGE ON PACK That consumers have no idea what the product is
  10. 10. Classic Packaging Mistakes No 3 • Here’s a colour that only works with some foods…..
  11. 11. 4. Great Taste Gets You Bought!
  12. 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. 13. 6. Show It Off For passion fruit fans, the visible seeds act as a “visual magnet”
  14. 14. 7. Explain It “We originally launched Plain Jane for customers who just loved the base of our yoghurt.”
  15. 15. Customer Feedback…. “Customer emails were telling us the blue packaging and "Plain" name perhaps indicated a nonsweetened yoghurt…”
  16. 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. 17. Collective Dairy’s result….. • “Not only are consumers really clear what’s on the pack….. • Sweet Jane sales have increased by 50%!”
  18. 18. 8. Size matters • Let Customers Buy You In Different Sizes For different eating occasionsanddifferent spends
  19. 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. 20. Let your sides do the talking
  21. 21. 9. Sample, sample, sample
  22. 22. 10. Create a ritual… • ….. Ritual G’Nosh Dips – for sharing and entertaining
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