WICHITA, Kan. -- For the first time in about 20 years, Cargill Meat Solutions here has rolled out a new branding campaign for its two major turkey brands.
New logos, packaging color schemes, and Web sites are supporting Honeysuckle White Turkey, a national brand, and Shady Brook Farms, available at East Coast supermarkets. "We modernized the packaging, giving it a sophisticated, premium look," Sean Cash, brand manager, Cargill Meat Solutions, told SN. Cargill Meat Solutions is a division of Cargill, Minneapolis.
As supermarkets get more and more cluttered with in-store media messages, the need to differentiate a brand through its packaging is more important than ever, noted Cash. While both Shady Brook and Honeysuckle are experiencing double-digit sales increases, Cargill wanted to make the packaging more relevant to the consumer.
"There's so much going on in the store today that brands have only a few seconds of time with the consumer to grab their attention," he said.
The more eye-catching the packaging is, the more likely the product will resonate with consumers.
"Brand packaging has got to jump up and say, 'Here I am,"' Cash asserted.
Cargill's new turkey packaging does just that, said Cash, who described it as so attention-grabbing that consumers can see it from across the store.