Tyson Foods’ Wright Brand is introducing this month “bigger, better” packaging for its bacon line, via a radio, PR and digital push by Arnold Worldwide, Boston. Aaron McCargo Jr., star of the Food Network's Big Daddy’s House was tapped as a spokesperson.
The new packaging brings Wright Brand’s existing “shield” mark to the forefront. Set against a blue background, the logo says: “Since 1922. Wright Brand. Bigger, Better Bacon.” The packaging also features a “foil substrate [to] add richness to the label and [help] package graphics ‘pop’ on shelf,” according to consultancy Interbrand, which worked with Wright Brand on the project. (Tyson Foods acquired Wright in 2001.)
The makeover sets the brand apart from its competitors, said Wright Brand marketing senior director Harold Heinze in a statement. “If you look at the bacon category at retail, the packaging features a lot of bright, primary colors. The category is very busy, with a saturation of brands and SKUs,” he said.
Heinze added that the new packaging, coupled with a reinforced brand positioning (“More of what you love about bacon”) increases the bacon brand’s visibility on shelf. “It also had the highest rating for purchase intent,” Heinze said of the redesign.
The project has been in the works since 2006. Interbrand associate brand strategy director Sonali Sharma said the redesign appeals to consumers who “love bacon and do not compromise on quality” and creates an “ideal experience for bacon shopping, selection and usage."
