There is a shiny new packaging design for a deli shelf product most shoppers are accustomed to seeing—Butterball turkey. The company will debut a bolder and modern look to its packaging, starting with its frozen turkey burgers in August.
This is the first time since 2018 that Butterball has refreshed packaging for its portfolio of retail products.
“Butterball is always striving to provide a consistent shopping experience for consumers across our different product categories, so achieving that was top of mind for this redesign,” said Rebecca Welch, Director of Retail and International Brand Management. “We also wanted the packaging to connect to Butterball's core beliefs that everyone should feel great about what they eat, and that food connects people and gives them an opportunity to show they care. Our research found that we were able to convey these beliefs through the new design, as consumers reported they believe Butterball is a brand that cares and brings people together around high quality, good-for-you food.”
Research was led by The Butterball Insights team with consumer testing focused on legibility and visual appeal, such as color, illustration, and product photography. The result was an expressive new label with encouraging phrases, hand-drawn illustrations, and a vivid blue color scheme.
The redesign will also incorporate an overall easy-to-read label, as well as an interactive QR code so shoppers can immediately engage with the brand and the product they are considering.
“The connected food packaging works harder for us on the shelf than traditional packaging. When the QR code is scanned, consumers will land on the specific product’s page at Butterball.com to view recipes, nutritional information, storage instructions, and additional product varieties,” said Valerie Saint Sing, Consumer Packaged Goods Brand Manager. “However, because the QR code is dynamic, we can change the user journey instantly to create a different brand experience based on seasonality, active marketing campaigns, and more.”
A good example of the refreshed transparency of the packaging is the ground turkey tray, where the packaging now offers 10 percent more visibility of the product inside. According to a press release, this change was to address consumers’ desire for more product visibility and create more confidence in the quality of their purchase.
“Our redesigned packaging is modern and ownable,” said Welch. “When shoppers see our products, they’ll immediately know it’s Butterball.”
Keep reading Deli Market News to learn more about updated brands hitting retail shelves.
