MARKETConsumer food product
An Oregon bakery producing handmade shortbread cookies in many flavors, and different sizes and shapes.
Retail buyers for locations from national grocery store chains to local coffee shops and gift shops. Consumers at point of purchase.
Simplify McTavish cookie packaging from tag board wraparound to easy-to-apply and lower-cost labels. Create an image of homemade goodness and show off the cookies. Build “at a glance” recognition for ten individual flavor profiles. In addition, develop seasonal tub designs.
Redesigned the cookie packaging system from tagboard wrappers that were expensive to produce and assemble (left) to simplified packaging that showed off the cookies and their flavors (below).
Reinvented key messages to emphasize “handmade from scratch”; created taste appeal by focusing on authentic ingredients and rich flavor descriptions; generated glance-and-grab recognition of flavors to encourage impulse buys. Simplifed printing costs and label application through re-engineering the entire cookie package program.
Immediate acceptance by buyers in grocery outlets, including one chain that doubled their annual order after seeing the new labels; faster sell-through; compliments from peers; significant increase in sales volume and a higher profit margin; reduced packaging costs from 14 cents a package to less than 1 cent. McTavish recouped their investment in our services in less than a year.
Our sales have increased substantially now that our packaging more closely matches the taste of our delicious cookies.