Vertex Awards 2019: GOLD WINNERS

Sensations Cluck-Wing Sauce

  • RETAILER: Sobeys
  • COUNTRY: Canada
  • CATEGORY: G3. Packaged Goods
  • AGENCY: Fish out of Water Design

CREDITS:

  • Brand Manager: Bonnie McCrone
  • Art Direction: Sarah Grundy
  • Designer: Janet New
  • Account Manager: Jennifer Harvey
  • Pre-Press: Autumn Graphics
  • Printer: Fort Dearborn Company

SUMMARY:

To keep pace with the market, Sobeys added a Wing Sauce to their hot sauce/BBQ sauce category since market share for private label wing sauce was sitting at 18.5% with Compliments brand at 13.4%.

The team met the design challenge by cutting through a very cluttered category. Our approach included using clearly legible copy with a simple yet powerful illustration to draw the eye.

Sensations Cluck-Wing wing sauce design is a playful combination of “Fight Club” meets retro poster with bold naming and bright colors. It provides a premium look-and-feel with a little funk and attitude. The kick-ass chicken conveys the bite behind the spice with strong communication clearly explaining varied uses for the sauces.

Strong color blocking for SKU differentiation and unique flavor naming appeals to the adventurous palate of the target consumer looking for an exciting adventure where taste reigns supreme.

Cluck-Wing wing sauces have exceeded sales targets.

Please follow and like us:
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
21
22
23
24
25
26
27
28
29
30
Previous articlePost to Acquire Private Label Cereal Business from TreeHouse Foods
Next articleRanir Recognized by CVS Health as Outstanding Private Brand Partner
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.