Last updated on September 4th, 2024
Butterball, a provider of turkey products, recently unveiled a comprehensive redesign of its retail packaging, aiming to enhance brand visibility, consumer engagement and overall shopping experience.
Rebecca Welch, director of retail marketing at Butterball, talked to The Shelby Report about what was behind the strategy. She noted that Butterball’s last retail portfolio redesign took place in 2018.
“We wanted to make sure that we were bringing a fresh, modern, notable look to the brand into retail stores for shoppers,” she said. “And we have also, over that time, done a lot of work to develop our brand purpose, and we wanted to make sure that that was also reflected in the packaging.”
Butterball’s brand purpose is focused on togetherness. In addition to a package that clearly communicates its products and benefits, Welch said the company also wanted to make sure to reinforce the brand’s ability “to bring people together over a warm meal.”
This is accomplished through new photography and unique elements incorporated into the packaging to give it a more personal feel. Butterball’s overhaul encompassed a wide range of products, from fresh and frozen turkeys to deli items.
“One of our main focuses was consistency across the entire portfolio,” Welch said. “We wanted to make sure that consumers were having a consistent experience with our products, no matter what part of the store that they were in.”
Butterball products are for holiday and everyday occasions, and Welch said the company focused on those elements of bringing people together throughout the year.
Extensive consumer research guided the redesign process. Butterball conducted both qualitative and quantitative studies to understand consumer preferences, pain points and expectations. The findings were instrumental in shaping the new packaging design, which features a bold blue color palette, eye-catching food photography and clear product information.
“We really wanted to make sure that we had all consumer feedback included in the design, so that we were bringing a new look to the store shelves through the brand,” Welch said.
The redesigned packaging incorporates several elements to engage consumers and provide added value. QR codes, for example, offer quick access to recipe ideas, storage instructions and the Butterball Hotline, a resource for consumers seeking cooking tips and support.
Butterball also included “some unique doodles” on the package to help reinforce its purpose. Welch noted the company has received positive consumer feedback on illustrations and encouraging phrases for some products that require a bit more effort to prepare, such as a whole turkey at Thanksgiving.
Through research, the company discovered the importance of imagery for consumers. “They really enjoy having food photography on packaging in order to help them get inspiration for how they could use the product,” she said.
It also discovered that “consumers love the Butterball brand.”
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“The research showed that consumers felt like the package redesign helped bring people together and came from a brand that cared about them. That’s part of our purpose that we are wanting to have come through in our packaging,” Welch said.
Butterball recognizes the challenges facing retailers and consumers. The company remains committed to providing value to consumers while maintaining its commitment to quality and food safety.
“We know that one of the big challenges the retailers are facing right now is consumer concerns about inflation and the cost of food,” Welch said. “That’s top of mind anytime we talk to consumers about how they’re feeling about turkey or even packaging.”
The company is dedicated to animal care and well-being, as evidenced by its American Humane Association certification, and prioritizes food safety through clear packaging instructions and temperature guidelines.
“We’re always focused on food safety,” Welch said. “We want to make sure that every shopper is having a positive, great experience with our products. We have handling instructions on all of our packaging, and make sure that we’re meeting the USDA guidelines for [those] and heating instructions.”
She noted that Butterball also reminds consumers to use a meat thermometer and make sure that they’re getting their food to the key temperatures for food safety.
Butterball is in the business of togetherness, Welch said.
“We exist to help people pass love on. And, ultimately, we want to make sure that everyone feels great about the food that they eat, and that we’re giving them an experience to connect people together around a warm meal.”
