Eckrich Deli Meats get a Research-Driven Pack Redesign

摘要

Eckrich, the premium deli meat brand from protein-specializing brand owner Smithfield Foods, has long been known for its quality products and great taste. Last month, it introduced bold new packaging for its deli collection, which includes poultry, ham, bologna, and hard salami. With market research as its guide, Eckrich and design agency Coho Creative created a design that it says breathes new energy into the heritage brand with a modern, approachable look, all with its key consumer top of mind. "In 2017, Eckrich, participated in a consumer attitude and usage study which explored target audience expectations and requirements for both Eckrich and the category," says Laura Koenes, Brand Manager for Eckrich at Smithfield Foods. "Qualitative research was done through focus groups, and quantitative research was done through consumer surveys. Through this research, we learned that there was an opportunity to better convey consumer benefits on packaging to break through the visual clutter at the deli counter."