Meat + Poultry - July 2004 - 27

Label and package designs
demand attention

noticed

By Joel Crews

jcrews@sosland.com

C

ompetition for space in the meat case is fierce. Once
a company gets its product placed, the next challenge is to entice shoppers to put it in their shopping

carts. Effective package designs and intelligent use of the company's
logo can give meat and poultry products the punch needed to stand
out in the crowd.
This past year, Hillshire Farm, the Cincinnati-based subsidiary of
Sara Lee Foods, rolled out a redesigned look for its line of deli meats
and sausage products with the goal of rejuvenating sales and updating
its image. The revamped logo and package was the first design change
for the product line in 25 years.
The horse and carriage image that had been a main element of the
former logo was replaced with the phrase, "Since 1934," conveying a
similar message in a more up-to-date style, according to marketing officials. "Consumer needs have changed considerably in the 25 years
since the last logo redesign," said Debbie Vicchiarelli, vice president
of marketing, this past September. "We wanted a more contemporary
logo and package design to reflect how well Hillshire Farm sausage
fits today's lifestyle."
The "streamlined" logo was designed to make the company's products easier to find in the meat department. Hillshire Farm officials also
JULY 2004

reworked packaging to allow more space for recipes
and serving suggestions,
something today's consumers seem to value.
Marketing officials with Elizabeth, N.J.based Topps Meat Co., recently announced its
packaging enhancements to its retail frozen hamburger patties and its marinated sirloin kabobs and chicken kabobs. Ray Patnaude, Topps' director of marketing, says the packaging utilizes
"modernized" graphics with new product photos on the packaging
and shaded graphics. Meanwhile the color scheme and logo on the
packaging stayed the same to preserve the company's recognizable look.
"Packaging is the single biggest advertising vehicle we have," says
Patnaude, and the company doesn't do much in the way of advertising other than keeping the product on the shelf and its look fresh.
To keep the look current, Topps gives its packaging subtle makeovers every five years or so while sticking to a color scheme that has
become the products' established identity. The cost, says Patnaude,
is less than if the company went with a full-blown redesign. The packaging modifications are built into the budget and planned for.
With most of its placements in retail frozen meat cases, Patnaude says it is a challenge to stand out in the crowd. "It's becoming
more difficult, especially with the growing number of private labels
coming in. They tend to look a lot like the better known brands like
ours," he says.

www.MEATPOULTRY.com

MEAT&POULTRY

27



http://www.MEATPOULTRY.com

Meat + Poultry - July 2004

Table of Contents for the Digital Edition of Meat + Poultry - July 2004

Contents
Meat + Poultry - July 2004 - 1
Meat + Poultry - July 2004 - 2
Meat + Poultry - July 2004 - 3
Meat + Poultry - July 2004 - Contents
Meat + Poultry - July 2004 - 5
Meat + Poultry - July 2004 - 6
Meat + Poultry - July 2004 - 7
Meat + Poultry - July 2004 - 8
Meat + Poultry - July 2004 - 9
Meat + Poultry - July 2004 - 10
Meat + Poultry - July 2004 - 11
Meat + Poultry - July 2004 - 12
Meat + Poultry - July 2004 - 13
Meat + Poultry - July 2004 - 14
Meat + Poultry - July 2004 - 15
Meat + Poultry - July 2004 - 16
Meat + Poultry - July 2004 - 17
Meat + Poultry - July 2004 - 18
Meat + Poultry - July 2004 - 19
Meat + Poultry - July 2004 - 20
Meat + Poultry - July 2004 - 21
Meat + Poultry - July 2004 - 22
Meat + Poultry - July 2004 - 23
Meat + Poultry - July 2004 - 24
Meat + Poultry - July 2004 - 25
Meat + Poultry - July 2004 - 26
Meat + Poultry - July 2004 - 27
Meat + Poultry - July 2004 - 28
Meat + Poultry - July 2004 - 29
Meat + Poultry - July 2004 - 30
Meat + Poultry - July 2004 - 31
Meat + Poultry - July 2004 - 32
Meat + Poultry - July 2004 - 33
Meat + Poultry - July 2004 - 34
Meat + Poultry - July 2004 - 35
Meat + Poultry - July 2004 - 36
Meat + Poultry - July 2004 - 37
Meat + Poultry - July 2004 - 38
Meat + Poultry - July 2004 - 39
Meat + Poultry - July 2004 - 40
Meat + Poultry - July 2004 - 41
Meat + Poultry - July 2004 - 42
Meat + Poultry - July 2004 - 43
Meat + Poultry - July 2004 - 44
Meat + Poultry - July 2004 - 45
Meat + Poultry - July 2004 - 46
Meat + Poultry - July 2004 - 47
Meat + Poultry - July 2004 - 48
Meat + Poultry - July 2004 - 49
Meat + Poultry - July 2004 - 50
Meat + Poultry - July 2004 - 51
Meat + Poultry - July 2004 - 52
Meat + Poultry - July 2004 - 53
Meat + Poultry - July 2004 - 54
Meat + Poultry - July 2004 - 55
Meat + Poultry - July 2004 - 56
Meat + Poultry - July 2004 - 57
Meat + Poultry - July 2004 - 58
Meat + Poultry - July 2004 - 59
Meat + Poultry - July 2004 - 60
Meat + Poultry - July 2004 - 61
Meat + Poultry - July 2004 - 62
Meat + Poultry - July 2004 - 63
Meat + Poultry - July 2004 - 64
Meat + Poultry - July 2004 - 65
Meat + Poultry - July 2004 - 66
Meat + Poultry - July 2004 - 67
Meat + Poultry - July 2004 - 68
Meat + Poultry - July 2004 - 69
Meat + Poultry - July 2004 - 70
Meat + Poultry - July 2004 - 71
Meat + Poultry - July 2004 - 72
Meat + Poultry - July 2004 - 73
Meat + Poultry - July 2004 - 74
Meat + Poultry - July 2004 - 75
Meat + Poultry - July 2004 - 76
Meat + Poultry - July 2004 - 77
Meat + Poultry - July 2004 - 78
Meat + Poultry - July 2004 - 79
Meat + Poultry - July 2004 - 80
Meat + Poultry - July 2004 - 81
Meat + Poultry - July 2004 - 82
Meat + Poultry - July 2004 - 83
Meat + Poultry - July 2004 - 84
Meat + Poultry - July 2004 - 85
Meat + Poultry - July 2004 - 86
https://digital.meatpoultry.com/sosland/mp/meatpoultry-april-2024
https://digital.meatpoultry.com/sosland/mp/meatpoultry-march-2024
https://digital.meatpoultry.com/sosland/mp/special-supplement-bacon-trends-technology-march-2024
https://digital.meatpoultry.com/sosland/mp/meatpoultry-february-2024
https://digital.meatpoultry.com/sosland/mp/meatpoultry-january-2024
https://digital.meatpoultry.com/sosland/mp/meatpoultry-december-2023
https://digital.meatpoultry.com/sosland/mp/meatpoultry-november-2023
https://digital.meatpoultry.com/sosland/mp/meatpoultry-october-2023
https://digital.meatpoultry.com/sosland/mp/meatpoultry-september-2023
https://digital.meatpoultry.com/sosland/mp/meatpoultry-august-2023
https://digital.meatpoultry.com/sosland/mp/special-supplement-ground-meat-trends-technology-july-2023
https://digital.meatpoultry.com/sosland/mp/meatpoultry-july-2023
https://digital.meatpoultry.com/sosland/mp/meatpoultry-june-2023
https://digital.meatpoultry.com/sosland/mp/meatpoultry-may-2023
https://digital.meatpoultry.com/sosland/mp/meatpoultry-april-2023
https://digital.meatpoultry.com/sosland/mp/special-supplement-bacon-trends-technology-march-2023
https://digital.meatpoultry.com/sosland/mp/meatpoultry-march-2023
https://digital.meatpoultry.com/sosland/mp/meatpoultry-february-2023
https://digital.meatpoultry.com/sosland/mp/meatpoultry-january-2023
https://digital.meatpoultry.com/sosland/mp/meatpoultry-december-2022
https://digital.meatpoultry.com/sosland/mp/meatpoultry-november-2022
https://digital.meatpoultry.com/sosland/mp/meatpoultry-october-2022
https://digital.meatpoultry.com/sosland/mp/special-supplement-ground-beef-trends-technology-september-2022
https://digital.meatpoultry.com/sosland/mp/meatpoultry-september-2022
https://digital.meatpoultry.com/sosland/mp/meatpoultry-august-2022
https://digital.meatpoultry.com/sosland/mp/meatpoultry-july-2022
https://digital.meatpoultry.com/sosland/mp/meatpoultry-june-2022
https://digital.meatpoultry.com/sosland/mp/special-supplement-meat-alternative-trends-and-technology-may-2022
https://digital.meatpoultry.com/sosland/mp/meatpoultry-may-2022
https://digital.meatpoultry.com/sosland/mp/meatpoultry-april-2022
https://digital.meatpoultry.com/sosland/mp/special-supplement-bacon-trends-technology-march-2022
https://digital.meatpoultry.com/sosland/mp/meatpoultry-march-2022
https://digital.meatpoultry.com/sosland/mp/meatpoultry-february-2022
https://digital.meatpoultry.com/sosland/mp/meatpoultry-january-2022
https://digital.meatpoultry.com/sosland/mp/-meatpoultry-december-2021
https://digital.meatpoultry.com/sosland/mp/meatpoultry-november-2021
https://digital.meatpoultry.com/sosland/mp/meatpoultry-october-2021
https://digital.meatpoultry.com/sosland/mp/special-supplement-ground-meat-trends-technology-october-2021
https://digital.meatpoultry.com/sosland/mp/meatpoultry-september-2021
https://digital.meatpoultry.com/sosland/mp/meatpoultry-august-2021
https://digital.meatpoultry.com/sosland/mp/meatpoultry-july-2021
https://digital.meatpoultry.com/sosland/mp/meatpoultry-june-2021
https://digital.meatpoultry.com/sosland/mp/meatpoultry-may-2021
https://digital.meatpoultry.com/sosland/mp/special-supplement-meat-alternatives-may-2021
https://digital.meatpoultry.com/sosland/mp/meatpoultry-april-2021
https://digital.meatpoultry.com/sosland/mp/meatpoultry-march-2021
https://digital.meatpoultry.com/sosland/mp/2021_02_01
https://digital.meatpoultry.com/sosland/mp/2021_01_01
https://digital.meatpoultry.com/sosland/mp/2020_12_01
https://digital.meatpoultry.com/sosland/mp/2020_11_01
https://digital.meatpoultry.com/sosland/mp/2020_10_01
https://digital.meatpoultry.com/sosland/mp/2020_09_01
https://digital.meatpoultry.com/sosland/mp/2020_08_01
https://digital.meatpoultry.com/sosland/mp/2020_07_01
https://digital.meatpoultry.com/sosland/mp/2020_06_01
https://digital.meatpoultry.com/sosland/mp/2020_05_01
https://digital.meatpoultry.com/sosland/mp/2020_04_01
https://digital.meatpoultry.com/sosland/mp/2020_03_01
https://digital.meatpoultry.com/sosland/mp/2020_02_01
https://digital.meatpoultry.com/sosland/mp/2020_01_01
https://digital.meatpoultry.com/sosland/mp/2019_12_01
https://digital.meatpoultry.com/sosland/mp/2019_11_01
https://digital.meatpoultry.com/sosland/mp/2019_10_01
https://digital.meatpoultry.com/sosland/mp/2019_09_01
https://digital.meatpoultry.com/sosland/mp/2019_08_01
https://digital.meatpoultry.com/sosland/mp/2019_07_11
https://digital.meatpoultry.com/sosland/mp/2019_06_01
https://digital.meatpoultry.com/sosland/mp/2019_05_01
https://digital.meatpoultry.com/sosland/mp/2019_04_01
https://digital.meatpoultry.com/sosland/mp/2019_03_01
https://digital.meatpoultry.com/sosland/mp/2019_02_01
https://digital.meatpoultry.com/sosland/mp/2019_01_01
http://digital.meatpoultry.com/sosland/mp/2018_12_01
http://digital.meatpoultry.com/sosland/mp/2018_11_01
http://digital.meatpoultry.com/sosland/mp/2018_10_01
http://digital.meatpoultry.com/sosland/mp/2018_09_01
http://digital.meatpoultry.com/sosland/mp/2018_08_01
http://digital.meatpoultry.com/sosland/mp/2018_07_01
http://digital.meatpoultry.com/sosland/mp/2018_06_01
http://digital.meatpoultry.com/sosland/mp/2018_05_01
http://digital.meatpoultry.com/sosland/mp/2018_04_01
http://digital.meatpoultry.com/sosland/mp/2018_03_01
https://www.nxtbook.com/sosland/mp/2018_02_01
https://www.nxtbook.com/sosland/mp/2018_01_01
https://www.nxtbook.com/sosland/mp/2017_12_01
https://www.nxtbook.com/sosland/mp/2017_11_01
https://www.nxtbook.com/sosland/mp/2017_10_01
https://www.nxtbook.com/sosland/mp/2017_09_01
https://www.nxtbook.com/sosland/mp/2017_08_01
https://www.nxtbook.com/sosland/mp/2017_07_01
https://www.nxtbook.com/sosland/mp/2017_06_01
https://www.nxtbook.com/sosland/mp/2017_05_01
https://www.nxtbook.com/sosland/mp/2017_04_01
https://www.nxtbook.com/sosland/mp/2017_03_01
https://www.nxtbook.com/sosland/mp/2017_02_01
https://www.nxtbook.com/sosland/mp/2017_01_01
https://www.nxtbook.com/sosland/mp/2016_12_01
https://www.nxtbook.com/sosland/mp/2016_11_01
https://www.nxtbook.com/sosland/mp/2016_10_01
https://www.nxtbook.com/sosland/mp/2016_09_01
https://www.nxtbook.com/sosland/mp/2016_08_01
https://www.nxtbook.com/sosland/mp/2016_07_01
https://www.nxtbook.com/sosland/mp/2016_06_01
https://www.nxtbook.com/sosland/mp/2016_05_01
https://www.nxtbook.com/sosland/mp/2016_04_01
https://www.nxtbook.com/sosland/mp/2016_03_01
https://www.nxtbook.com/sosland/mp/2016_02_01
https://www.nxtbook.com/sosland/mp/2016_01_01
https://www.nxtbook.com/sosland/mp/2015_12_01
https://www.nxtbook.com/sosland/mp/2015_11_01
https://www.nxtbook.com/sosland/mp/2015_10_01
https://www.nxtbook.com/sosland/mp/2015_09_01
https://www.nxtbook.com/sosland/mp/2015_08_01
https://www.nxtbook.com/sosland/mp/2015_07_01
https://www.nxtbook.com/sosland/mp/2015_06_01
https://www.nxtbook.com/sosland/mp/2015_05_01
https://www.nxtbook.com/sosland/mp/2015_04_01
https://www.nxtbook.com/sosland/mp/2015_03_01
https://www.nxtbook.com/sosland/mp/2015_02_01
https://www.nxtbook.com/sosland/mp/2015_01_01_mp
https://www.nxtbook.com/sosland/mp/2014_12_01
https://www.nxtbook.com/sosland/mp/2014_11_01
https://www.nxtbook.com/sosland/mp/2014_10_01
https://www.nxtbook.com/sosland/mp/2014_09_01
https://www.nxtbook.com/sosland/mp/2014_08_01
https://www.nxtbook.com/sosland/mp/2014_07_01
https://www.nxtbook.com/sosland/mp/2014_06_01
https://www.nxtbook.com/sosland/mp/2014_05_01
https://www.nxtbook.com/sosland/mp/2014_04_01
https://www.nxtbook.com/sosland/mp/2014_03_01
https://www.nxtbook.com/sosland/mp/2014_02_01
https://www.nxtbook.com/sosland/mp/2014_01_01
https://www.nxtbook.com/sosland/mp/2013_12_01
https://www.nxtbook.com/sosland/mp/2013_11_01
https://www.nxtbook.com/sosland/mp/2013_10_01
https://www.nxtbook.com/sosland/mp/2013_09_01
https://www.nxtbook.com/sosland/mp/2013_08_01
https://www.nxtbook.com/sosland/mp/2013_07_01
https://www.nxtbook.com/sosland/mp/2013_06_01
https://www.nxtbook.com/sosland/mp/2013_05_01
https://www.nxtbook.com/sosland/mp/2013_04_01
https://www.nxtbook.com/sosland/mp/2013_03_01
https://www.nxtbook.com/sosland/mp/2013_02_01
https://www.nxtbook.com/sosland/mp/2013_01_01
https://www.nxtbook.com/sosland/mp/2012_12_01
https://www.nxtbook.com/sosland/mp/2012_11_01
https://www.nxtbook.com/sosland/mp/2012_10_01
https://www.nxtbook.com/sosland/mp/2012_09_01
https://www.nxtbook.com/sosland/mp/2012_08_01
https://www.nxtbook.com/sosland/mp/2012_07_01
https://www.nxtbook.com/sosland/mp/2012_06_01
https://www.nxtbook.com/sosland/mp/2012_05_01
https://www.nxtbook.com/sosland/mp/2012_04_01
https://www.nxtbook.com/sosland/mp/2012_03_01
https://www.nxtbook.com/sosland/mp/2012_02_01
https://www.nxtbook.com/sosland/mp/2012_01_01
https://www.nxtbook.com/sosland/mp/2011_12_01
https://www.nxtbook.com/sosland/mp/2011_11_01
https://www.nxtbook.com/sosland/mp/2011_10_01
https://www.nxtbook.com/sosland/mp/2011_09_01
https://www.nxtbook.com/sosland/mp/2011_08_01
https://www.nxtbook.com/sosland/mp/2011_07_01
https://www.nxtbook.com/sosland/mp/2011_06_01
https://www.nxtbook.com/sosland/mp/2011_05_01
https://www.nxtbook.com/sosland/mp/2011_04_01
https://www.nxtbook.com/sosland/mp/2011_03_01
https://www.nxtbook.com/sosland/mp/2011_02_01
https://www.nxtbook.com/sosland/mp/2011_01_01
https://www.nxtbook.com/sosland/mp/2010_12_01
https://www.nxtbook.com/sosland/mp/2010_11_01
https://www.nxtbook.com/sosland/mp/2010_10_01
https://www.nxtbook.com/sosland/mp/2010_09_01
http://digital.meatpoultry.com/sosland/mp/2010_08_01
http://digital.meatpoultry.com/sosland/mp/2010_07_01
http://digital.meatpoultry.com/sosland/mp/2010_06_01
http://digital.meatpoultry.com/sosland/mp/2010_05_01
http://digital.meatpoultry.com/sosland/mp/2010_04_01
http://digital.meatpoultry.com/sosland/mp/2010_03_01
http://digital.meatpoultry.com/sosland/mp/2010_02_01
http://digital.meatpoultry.com/sosland/mp/2010_01_01
http://digital.meatpoultry.com/sosland/mp/2009_12_01
http://digital.meatpoultry.com/sosland/mp/2009_11_01
http://digital.meatpoultry.com/sosland/mp/2009_10_01
http://digital.meatpoultry.com/sosland/mp/2009_09_01
http://digital.meatpoultry.com/sosland/mp/2009_08_01
http://digital.meatpoultry.com/sosland/mp/2009_07_01
http://digital.meatpoultry.com/sosland/mp/2009_06_01
http://digital.meatpoultry.com/sosland/mp/2009_05_01
http://digital.meatpoultry.com/sosland/mp/2009_04_01
http://digital.meatpoultry.com/sosland/mp/2009_03_01
http://digital.meatpoultry.com/sosland/mp/2009_02_01
http://digital.meatpoultry.com/sosland/mp/2009_01_01
http://digital.meatpoultry.com/sosland/mp/2008_12_01
http://digital.meatpoultry.com/sosland/mp/2008_11_01
http://digital.meatpoultry.com/sosland/mp/2008_10_01
http://digital.meatpoultry.com/sosland/mp/2008_09_01
http://digital.meatpoultry.com/sosland/mp/2008_08_01
http://digital.meatpoultry.com/sosland/mp/2008_07_01
http://digital.meatpoultry.com/sosland/mp/2008_06_01
http://digital.meatpoultry.com/sosland/mp/2008_05_01
http://digital.meatpoultry.com/sosland/mp/2008_04_01
http://digital.meatpoultry.com/sosland/mp/2008_03_01
http://digital.meatpoultry.com/sosland/mp/2008_02_01
http://digital.meatpoultry.com/sosland/mp/2008_01_01
http://digital.meatpoultry.com/sosland/mp/2007_12_01
http://digital.meatpoultry.com/sosland/mp/2007_11_01
http://digital.meatpoultry.com/sosland/mp/2007_10_01
http://digital.meatpoultry.com/sosland/mp/2007_09_01
http://digital.meatpoultry.com/sosland/mp/2007_08_01
http://digital.meatpoultry.com/sosland/mp/2007_07_01
http://digital.meatpoultry.com/sosland/mp/2007_06_01
http://digital.meatpoultry.com/sosland/mp/2007_05_01
http://digital.meatpoultry.com/sosland/mp/2007_04_01
http://digital.meatpoultry.com/sosland/mp/2007_03_01
http://digital.meatpoultry.com/sosland/mp/2007_02_01
http://digital.meatpoultry.com/sosland/mp/2007_01_01
http://digital.meatpoultry.com/sosland/mp/2006_12_01
http://digital.meatpoultry.com/sosland/mp/2006_11_01
http://digital.meatpoultry.com/sosland/mp/2006_10_01
http://digital.meatpoultry.com/sosland/mp/2006_09_01
http://digital.meatpoultry.com/sosland/mp/2006_08_01
http://digital.meatpoultry.com/sosland/mp/2006_07_01
http://digital.meatpoultry.com/sosland/mp/2006_06_01
http://digital.meatpoultry.com/sosland/mp/2006_05_01
http://digital.meatpoultry.com/sosland/mp/2006_04_01
http://digital.meatpoultry.com/sosland/mp/2006_03_01
http://digital.meatpoultry.com/sosland/mp/2006_02_01
http://digital.meatpoultry.com/sosland/mp/2006_01_01
http://digital.meatpoultry.com/sosland/mp/2005_12_01
http://digital.meatpoultry.com/sosland/mp/2005_11_01
http://digital.meatpoultry.com/sosland/mp/2005_10_01
http://digital.meatpoultry.com/sosland/mp/2005_09_01
http://digital.meatpoultry.com/sosland/mp/2005_08_01
http://digital.meatpoultry.com/sosland/mp/2005_07_01
http://digital.meatpoultry.com/sosland/mp/2005_06_01
http://digital.meatpoultry.com/sosland/mp/2005_05_01
http://digital.meatpoultry.com/sosland/mp/2005_04_01
http://digital.meatpoultry.com/sosland/mp/2005_03_01
http://digital.meatpoultry.com/sosland/mp/2005_02_01
http://digital.meatpoultry.com/sosland/mp/2005_01_01
http://digital.meatpoultry.com/sosland/mp/2004_12_01
http://digital.meatpoultry.com/sosland/mp/2004_11_01
http://digital.meatpoultry.com/sosland/mp/2004_10_01
http://digital.meatpoultry.com/sosland/mp/2004_09_01
http://digital.meatpoultry.com/sosland/mp/2004_08_01
http://digital.meatpoultry.com/sosland/mp/2004_07_01
http://digital.meatpoultry.com/sosland/mp/2004_06_01
http://digital.meatpoultry.com/sosland/mp/2004_05_01
http://digital.meatpoultry.com/sosland/mp/2004_04_01
http://digital.meatpoultry.com/sosland/mp/2004_03_01
http://digital.meatpoultry.com/sosland/mp/2004_02_01
http://digital.meatpoultry.com/sosland/mp/2004_01_01
http://digital.meatpoultry.com/sosland/mp/2003_12_01
http://digital.meatpoultry.com/sosland/mp/2003_10_01
https://www.nxtbookmedia.com