Begin with what the product actually offers
A pack or display needs a clear hierarchy. Start with the product and its relevant, substantiated benefit, then give supporting information room to work. A collection of fashionable phrases can leave the shopper with more questions than answers.
Keep taste and occasion visible
Nutrition-led communication still has to work in a food and drink environment. Consider when the product is used, what it tastes like and how it fits a shopping mission. A lunchbox choice, a drink for a social occasion and a snack for a journey each need different context.
Make comparisons easier
Use consistent language across packaging, point-of-sale and online product information. Where a range offers different flavours, formats or ingredients, give shoppers a straightforward way to understand the choice. Clear signposting can be more useful than adding another headline.
Treat claims as part of the brief
Ask the brand to supply approved product claims and supporting information before creative development begins. The retailer’s requirements and the campaign’s approval process should also be clear. Our creative focus is how to communicate the approved proposition in a way that people can understand.
A useful question for the next project
If a shopper sees only the main message and the pack, will they understand what the product is and why it might suit the occasion? Use that question to review the work before adding further detail.
Planning your next retail campaign?
Tell us about the brand, the shopper and the challenge. We’ll help you explore the creative possibilities.
Talk to Juice