A new packaging design for Gold’n Plump chicken adds two label claims that clearly differentiate the products as premium, natural chicken while maintaining the brand’s identity. Redesigned labeling on the food packaging includes a “NO Antibiotics—Ever” banner and the American Humane Certified seal.
Though prominently presented, the claims integrate neatly with the existing package design, which features a good view of the product. Brand owner GNP Co. is rolling out the first of the redesigned packages, for fresh chicken, in March 2016. That package structure is a tray with overwrap.
GNP product marketing manager Terra Nothnagel answered a few questions about the packaging redesign and the Gold’n Plump product line.
What prompted GNP to add these label claims to the Gold’n Plump packaging at this time?
Nothnagel: The consumer demand for products raised humanely and with no antibiotics, ever, is continuing to grow. Consumer Reports data tells us that 86% of consumers expect poultry raised with no antibiotics, ever, should be available in their supermarket. And a 2014 Humane Heartland study found that 92% of consumers seek out humanely raised meat and poultry. At GNP Co., we want to continue to provide our consumers with a choice. We know these attributes are important to them and their families.
Have you changed the product, or are the new label claims simply making the product attributes clearer?
Nothnagel: There is ultimately no change to the product itself, other than that the feed and use of any type of antibiotics is no longer acceptable for the products now labeled as “NO Antibiotics—Ever.” Animal care has long been a high priority at GNP Co. In fact, since 2013, American Humane Certified audits have included all of our contracted family-farm partners.
What were the key design challenges of adding the claims to the packaging?
Nothnagel: The challenge our design team faced when adding “NO Antibiotics—Ever” and the American Humane Certified seal to Gold’n Plump packaging was making the attributes prominent and noticeable while working in the confines of our current design.
We knew at this time we did not want to change the overall design look and feel of the packaging, given our entire portfolio was not going “NO Antibiotics—Ever” and/or American Humane Certified at the same time. Keeping consistency across the entire Gold’n Plump portfolio was very important. We know that consumers want to see the chicken that they are purchasing, so creating a balance of informing the consumer of the product attributes that are important to them and keeping clear product visibility became critical and difficult, but our design team was able to create a good output.
Does the Gold’n Plump product line include both fresh and frozen products?
Nothnagel: The Gold’n Plump portfolio consists of both a fresh and frozen ready-to-cook product assortment, and in May 2016 Gold’n Plump will be entering the fully cooked market with the introduction of our new artisan chicken sausages.
Will all Gold’n Plump stock-keeping units eventually be switched to the new packaging?
Nothnagel: The initial focus is on our fresh portfolio. By early summer, approximately 60% of Gold’n Plump retail products will have updated packaging featuring “NO Antibiotics—Ever” and American Humane Certified attributes. Then, over the next few years, we will continue to add both attributes to the remainder of our portfolio and update the packaging accordingly. Our goal is to have all products include both attributes by 2019.
What package structures will be printed with these claims?
Nothnagel: For our initial launch, we are working with foam trays and pre-printed overwrap film, vacuum shrink film poly bags and lidstock tray film with linerless label substrates. In the future, we will be working with cardboard cartons and stand-up pouches.
Will the brand also be using point-of-sale advertising to reinforce the “no antibiotics” and humane-certified attributes?
Nothnagel: Yes, extensive media and in-store support will help drive awareness for this Gold’n Plump product line transition in select markets. A mix of advertising will run via print, online, mobile, video and radio channels. Gold’n Plump messaging will be shared among social media platforms, including Facebook, Twitter and Pinterest. Point-of-sale shelf-talker materials will deliver the news in-store.
The "before" packaging design deliberately wasn't altered much so the new packaging matches the family look of other Gold'n Plump products.