Blue Ribbon Performance for Pink Ribbon Packaging
The grocer’s shelves are cacophonies of clutter. Standing out in the crowd is an art and a science.
In 2005, a Cornell University study indicated that apples might play a key role in preventing breast cancer.
As the pink ribbon symbol of breast cancer awareness became more ubiquitous, Musselman’s saw an opportunity to wed their products’ natural goodness with an important public service.
After contacting the National Breast Cancer Foundation (NBCF), the Peach Glen, PA, based company decided to feature the pink ribbon on its Natural Apple Sauce’s 23- and 46-ounce multi-serve jars, as well as on the sleeve for the corresponding six-pack of single serve containers.
On a Monday in October, Bob Fisher, vice president of marketing for Knouse Foods, called CH&B’s Angela Wenner about creating labels for the three products.
There was one caveat: the company’s next print run of labels was scheduled for the last week of November. Miss that, and production would be postponed for three or four months at best. Not only did we have to quickly design three labels to meet Musselman’s tight deadline and high standards, the labels had to earn NBCF approval, too
In less than two weeks, Fisher approved art, which he then sent to NBCF Vice President of Operations Brent Hail for his blessing. Hail was effusive: “Perfect! Looks fantastic…..you guys did a great job. Please proceed! Full steam ahead!”
Adds Fisher, “They said it was as good as anything they’ve ever done,” which is impressive, since, according to their website, NBCF partners have included Proctor & Gamble, Linens ’n Things, Visa, Lexus and Coca-Cola.
By Monday, November 10, Fisher was reviewing printer’s proofs. And by the middle of January, 2009, the products were appearing on grocers’ shelves.
“In less than three months, we went from concept to on-the-shelf,” Fisher says, still somewhat amazed by the accomplishment. “That’s pretty quick.”
Pretty. Quick. Add the word “Effective” and you’ve captured the packaging capabilities of CH&B. Call us next time you seek to update your look.
