Supervalu Refreshes & Expands Wild Harvest

Wild HArvest redesignBased on the philosophy that it should be easier for families to live well within their budgets, Wild Harvest Supervalu private brand is unveiling a new, refreshed brand positioning, logo and packaging graphics, supported by a new, fully integrated marketing campaign titled “Eat Free. Go Wild.” The modest design refresh brings a much needed brightness to the brand while maintaining the traditional private label cues of natural and organic that were the hallmarks of the original design.Wild Harvest old

In addition, the brand, which was launched in 2008 and currently features more than 300 products in 60 categories ranging from fresh produce, dairy and meat to cereals, pastas, snacks and baby foods, is expanding its product lineup in 2015 and will be introducing nearly 200 new items this year.

As part of the brand refresh, Wild Harvest will shift to new “free from” messaging that addresses consumers’ desire for clearer ingredients statements. All Wild Harvest products are free from more than 100 undesirable ingredients, including artificial and synthetic ingredients, and nearly 70% of its products are certified organic by the U.S. Department of Agriculture (USDA).

“Research shows that many consumers are skeptical of label claims, especially around the term ‘natural,’ and they often believe that organic equates to expensive,” said David Young, Supervalu’s vice president of private brands. “While the Wild Harvest brand has always been about delivering great quality, affordable, better-for-you food choices, this refresh will make it easier for shoppers to find Wild Harvest products at their neighborhood grocery store that help them live a healthy lifestyle.”

A fresh, affordable way to eat better
In addition to a new line of hormone-free, antibiotic-free meats and poultry launched in the fall of 2014, Wild Harvest will introduce the following new items this year:

Refreshed logo, product packaging and new “Eat Free. Go Wild.” campaign
The Wild Harvest brand refresh brings subtle visual changes to the logo and packaging that make it easier for shoppers to find Wild Harvest products throughout the store. The updated logo delivers a positive, clean aesthetic that calls to mind the warmth of the sun and nature, and the product packaging redesign features bright new graphics with a vibrant field of green reminiscent of fresh grass. The refreshed design helps convey that any flavors or colors added to Wild Harvest products are derived from natural, not synthetic sources. Each product package also will prominently display the new “free from” messaging. In addition, the Wild Harvest website has been updated to coincide with the brand refresh.

The “Eat Free. Go Wild.” integrated marketing campaign will feature digital advertisements, as well as new in-store signage and merchandising, public relations support and community outreach events. The campaign brings to life the organic and healthy lifestyle in a fun, imaginative and creative way by conveying to consumers that it’s easy to “Eat Free. Go Wild.” no matter what your age — whether it’s a kid who’s “wild about food that’s free from stuff I can’t say” or a mom who’s “wild about better food at better prices.”

Wild Harvest products are available at Supervalu retail banners, including Cub Foods, Farm Fresh Food & Pharmacy, Hornbacher’s, Shop ‘N Save and Shoppers Food & Pharmacy, as well as independent local grocery retailers nationwide.

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Christopher Durham
Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.