Advance Brands, Oklahoma City, Okla., goes for the eyes with innovation packaging. Bridget Little, company marketing manager, shares the story with The National Provisioner.
NP: How do you use packaging to differentiate your brands? How did you develop your packaging?
BL: When you walk down the freezer case, you need to make sure the package jumps out at the consumer. Color is a way to achieve that. We use bright [colors of ] red and blue and photographs that are extremely clean. In the photos we show what to serve with our products to give consumers meal ideas. The sides are visible throughout the package, so a consumer can pick it up and say, ‘Oh gosh, I need to pick up some red potatoes and cole slaw.’ We heard in focus groups that consumers liked what we were doing. Our package was picked most often, and the reason was because we offered meal ideas.