The Tyson Wright® Brand is rolling out new packaging for its line of "Bigger, Better Bacon" products, the result of an extensive, two-year project with Interbrand. While the Wright brand of thick-cut bacon has consistently performed well in its loyal, core market, the company was finding it challenging to grow its geographic and consumer base.
In November 2006, Wright Brand and Interbrand launched an extensive, multi-stage project to reposition Wright Brand so it could clearly differentiate itself in the bacon marketplace and become more emotionally relevant to consumers. Interbrand conducted an in-depth category audit and a series of focus groups in current and potential Wright Brand markets to understand relevant and distinctive platforms that Wright Brand could own.
Quantitative and qualitative research validated Interbrand's recommended brand position of "More of what you love about bacon," which was then brought to life via a holistic visual identity and character that acted as the strategic foundation for the updated brand mark and packaging system, as well as consumer messaging that fed into advertising (created by Arnold Worldwide).
During the package design process, shopper and consumer insights gave clear direction to evolve Wright Brand's existing "shield" brand mark, which appears as an equity element on the new packaging with white, red, and gold lettering against a rich blue background. A foil substrate adds richness to the label and helps package graphics "pop" on shelf. Also, differentiation of flavor and size offerings on each package makes it easy for consumers to shop for their favorite Wright Brand product.
The redesigned bacon packaging speaks to "premium" and sets Wright Brand bacon apart from the competition, explains Harold Heinze, Wright Brand senior director of marketing. "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. Wright Brand's new brand identity and packaging design significantly increases our findability on shelf; it also had the highest ratings for purchase intention."
Interbrand's Sonali Sharma, associate director of brand strategy, says: "Wright Brand's new brand position and brand identity are rooted in understanding and delighting the target market of bacon enthusiasts who love bacon and do not compromise on quality, and connecting their ideal experience for bacon shopping, selection and usage with the existing strengths of the Wright Brand product experience. These consumer insights served as the foundation for how we brought Wright Brand to life."
In March, Wright Brand launched an updated web site (www.wrightbrand.com) that features the new packaging; in May, a media campaign debuted which includes radio and digital advertising and a public relations program that features Food Network's Aaron McCargo Jr. as the new Wright Brand spokesperson.