Apple pouch bag ready for back to school lunches
The development of the HERO™ brand apple program was unconventional at best. To create packaging that was authentically kid-friendly, CMI went directly to the target audience: Fourth-graders.
According to Katharine Grove, Marketing Specialist at CMI, initial packaging concepts were shared with school children and teachers to solicit feedback and program improvements.
“Through this process, CMI developed the ultimate HERO™ character for inclusion in the pouch bag art,” Grove said. The result is packaging that features bright colors, a heroic cartoon character and key words that trigger responses from kids like “Yum”, “Sweet”, “Juicy” and “Tart.” Messaging on the bags focuses on healthy eating with the empowering slogan, “The power to be a HERO™ is in your hands.”
Grove added that the smaller size profile of the crop in Washington this year will create more opportunities for retailers to promote small apples. “This is the year for retailers to jump on these programs. We have more small fruit and we’ve got the marketing vehicles like HERO™ to drive sales.”
CMI is urging retailers to leverage the early small crop, and the success of pouch bags to drive apple category movement in September. “Per Neilsen FreshFacts, over the last 52 weeks 2 lb pouch bags had the highest volume growth rate of any package in the apple category,” Grove said. “To energize your apple category for back to school promotions, the time is now.”
For more information:
Katharine Grove
CMI
Tel: +1 509.888.3427
Email: katharineg@cmiapples.com
www.cmiapples.com