Package Design - June 2012 - (Page 22)

This Spud’s for You By Noel Jeffrey Redesigned potato packaging helps Walmart consumers bag nutritious and delicious meal planning. A medium potato is a mere 110 calories. It has nearly half your daily value of vitamin C, is one of the best sources of potassium and ber in the produce section, and is naturally fat- and sodium-free. But who knew? Potatoes may be America’s favorite vegetables, but historically a visit to the produce section of most grocery stores nds potatoes in practical, but mixed, packages with little or no information for shoppers. Hardly a marketer’s dream. That’s changing now, thanks to the U.S. Potato Board’s (USPB) project for Walmart (Bentonville, AR). “The country’s largest retailer came to us and said it needed to address its potato packages,” says Don Ladhoff, USPB (Denver, CO) retail marketing consultant. “Walmart wanted to develop a uniform and informed approach that would make it easier for people to shop for potatoes. It wanted shoppers to enjoy the experience and nd information and inspiration that would encourage them to serve potatoes more often.” As the nation’s potato-marketing and research organization, the USPB had the information. Anchored by a strong foundation of market and consumer research and analysis, the USPB domestic and international marketing programs include advertising, nutrition science, public relations, and retail and foodservice marketing. “One of the nicest things about this project was the depth of research available to us from the USPB,” says Tom Newmaster, a partner in package design rm WFM (Shillington, PA). “They have a target consumer that they call ‘Linda,’ a 25- to 54-year-old woman with kids younger than 18 at home. Linda’s requirements set the stage.” Adding marketing sophistication “We wanted WFM to bring in some of the style and learning from projects it did for other consumer packaged goods customers, such as Hershey,” Ladhoff says. The agency used Design Check, its proprietary research tool developed more than seven years ago, to help test different package ideas by simulating the retail experience online. Research determined that the top issues for consumers were the type of potato and the weight of the bags. Ladhoff and Newmaster believed that previous packages actually made it dif cult for consumers to distinguish between a 5- and 10-lb. bag, causing issues at checkout. “The USPB also wanted a drastic difference in the look of the packages,” Newmaster says. “They wanted the consumer to see the contents in a pre- “The challenge was to create a branded-product look without a brand. Now the whole potato section looks better than before.” – TOM NEWMASTER, A PARTNER IN PACKAGE-DESIGN FIRM WFM 22 JUNE 2012

Table of Contents for the Digital Edition of Package Design - June 2012

Package Design - June 2012
From the Editor
Front Panel
Student Showcase
Sustainably Speaking
Eyes on the Prize
This Spud’s for You
Packaging Gets Personal
Chemical Enhancers
First Order of Business
Product Focus: Components — Caps, Seals and Handles
Index of Advertisers
Field Notes

Package Design - June 2012