The Produce Rebrand: How to Give Your Commodity a Personality
In today’s consumer landscape, brand personalities are not just for snack foods and beverages – it’s become an essential for fresh produce too! In order to stay competitive and at the forefront of shoppers’ minds, fresh produce brands need to be made visible from a lineup (which is that of the grocery story aisle)!
How might one who is selling an essential commodity like celery, onions, citrus, etc., achieve this, you ask? Through the right storytelling, design, and partnerships, even the humblest crops can stand out amongst the vast consumer products!
STORYTELLING: Moving Beyond “Commodity”
Every crop has a story to tell, whether it’s about sustainability, specific farming practices, family legacies, or even unique consumer-friendly usage ideas. Sharing these narratives can help shift shoppers’ perception from “ingredient” to “brand,” which can then generate brand loyalty and awareness.
DESIGN: Creating Shelf Impact
Through the right packaging design, fresh produce brands can stand with the best of consumer-packaged products. Or if your product is not necessarily packing in something, design on stickers or labels or even signs can be a game changer. We all know that packaging drives visibility – think bright colors, impressive fonts, even the use of brand mascots can be the difference between a purchase and someone passing it by.
PARTNERSHIPS: Leveraging Influence
Utilizing partnerships with other brands as well as influencers can give your brand a more modern voice. For example, a celery brand perhaps partnering with a well-known CPG dip brand can leverage their voice which likely reaches a different audience. By borrowing this influencer from another brand through collaboration, produce brands can begin to become synonymous with other consumer brands. And we mustn’t forget the use of influencers in our work! In addition to helping create content known to appeal to their audience, working with influencer partners can also increase your brand visibility beyond the store.
Why does this matter?
Shoppers, especially the younger generations, want more than just an ingredient – they are looking for experiences and connection. By building a strong brand presence for your product, you can help to drive repeat purchases through brand loyalty and exploration. Rebranding commodities through storytelling, design and partnerships allow fresh produce to stand out alongside packaged consumer goods at the grocery store!
Do you need support in this area? Contact us today!
