This New Butterball Branding Encourages Consumers to Engage with the Brand
Michael Hemsworth — July 19, 2024 — Marketing
References: butterball & refrigeratedfrozenfood
This new Butterball branding has been showcased as the first update since 2018 that's meant to enhance the consumer shopping experience, while still paying homage to the brand's heritage.
The branding across the company's lineup of products puts its signature blue and yellow logo in the spotlight, while the packaging also features easy-to-read labeling and QR codes to boot. These codes are meant to be scanned by shoppers to help them with recipe inspiration and also provide nutritional information, storage instructions and more. The branding is also designed with encouraging phrases and hand-drawn illustrations to further enhance the various product's playful appearance.
Director of Retail and International Brand Management Rebecca Welch spoke on the new Butterball branding saying, "Butterball is always striving to provide a consistent shopping experience for consumers across our different product categories, so achieving that was top of mind for this redesign. We also wanted the packaging to connect to Butterball's core beliefs that everyone should feel great about what they eat, and that food connects people and gives them an opportunity to show they care."
Image Credit: Butterball LLC
The branding across the company's lineup of products puts its signature blue and yellow logo in the spotlight, while the packaging also features easy-to-read labeling and QR codes to boot. These codes are meant to be scanned by shoppers to help them with recipe inspiration and also provide nutritional information, storage instructions and more. The branding is also designed with encouraging phrases and hand-drawn illustrations to further enhance the various product's playful appearance.
Director of Retail and International Brand Management Rebecca Welch spoke on the new Butterball branding saying, "Butterball is always striving to provide a consistent shopping experience for consumers across our different product categories, so achieving that was top of mind for this redesign. We also wanted the packaging to connect to Butterball's core beliefs that everyone should feel great about what they eat, and that food connects people and gives them an opportunity to show they care."
Image Credit: Butterball LLC
Trend Themes
1. Qr-enhanced Packaging - Utilizing QR codes on packaging to offer instant recipe inspiration, nutritional information, and storage tips brings a new layer of interactivity and value to the consumer experience.
2. Heritage-based Modernization - Updating traditional branding elements while paying homage to historical brand identity creates a compelling blend of nostalgia and contemporary appeal.
3. Interactive Labeling - Packaging that features encouraging phrases and hand-drawn illustrations visually engages consumers and enhances the product's playful appeal.
Industry Implications
1. Food & Beverage - The integration of interactive QR codes in product packaging within the food and beverage industry provides a more engaging way for consumers to access detailed product information.
2. Retail - Enhanced packaging with interactive elements can elevate the in-store shopping experience, making it easier for customers to make informed purchasing decisions.
3. Marketing & Branding - Modernizing branding efforts that respect a company's heritage while incorporating innovative packaging techniques showcases how brands can remain relevant in a competitive market.
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