OVERVIEW OF THE CHALLENGE
Idahoan® needed a new package design to modernize its branding and increase shelf appeal. Our goal was to turn their Steakhouse™ product into a premium sub-brand and generate interest using package design and integrated marketing materials.
PACKAGE DESIGN REFRESH
The original Idahoan® packaging was plain, content-heavy, and didn’t stand out on the shelves. We created three new packaging concepts that used irresistible product photography, warm, earthy colors, and creative linguistics to connect with consumers. After working closely with the Idahoan® team, we combined the different designs to develop a final mockup conveying a restaurant-quality product—hence the Steakhouse™ branding.
Original Idahoan® Packaging
Preview of New Brand Look
Once we finalized the front of the packaging, we added preparation instructions, nutrition facts, and other products to try, and our revamped design was ready to hit the shelves.
Finalized Digital Files for Print
INTEGRATED MARKETING MATERIALS
A compelling package design can go a long way in creating sales for a new product, but Idahoan® wanted to generate even more interest in their revitalized product. The DePersico Creative team developed several marketing materials that added value and drew shoppers’ attention in the store.
SALES MATERIALS
Our sales materials told the story of Idahoan®’s Steakhouse™ products and included mouthwatering product photos to inspire trial.
POINT-OF-SALE DISPLAYS
We created displays that shared benefits shoppers would be looking for, including gluten-free, premium toppings, and restaurant-quality ingredients. Even though our packaging easily stood out on the shelf, it didn’t have to with its own custom display.
CLUB STORE PACKAGING
Our team designed club store packaging to hold a four-pack of Steakhouse™ potato slices. The larger box gave us more room for food photos that looked like dishes from a restaurant, visually communicating the product’s number-one benefit.
SELL SHEETS
Our sell sheets used data and competitor examples to show grocery stores they could increase sales by stocking the new broccoli and cheddar flavor of Idahoan® Steakhouse™ potatoes.
LINE EXTENSION
After noticing the success of our newly designed Steakhouse™ potato slices, Idahoan® asked DePersico Creative to design the packaging for their hand-mashed potatoes. We used the same concepts from our initial package design with new product photos showcasing the hearty and fluffy side dish.
RESULTS
After we helped Idahoan® launch their new Steakhouse™ package design and marketing materials, they experienced:
- A 75% incremental sales increase for casseroles
- An increase in share growth of the casserole segment from 11.6% to 23.1%
Idahoan® also received two awards for their product:
- Better Homes and Gardens Best New Product for the Steakhouse™ red potatoes line (voted on by over 80,000 American consumers)
- Excellence Award in Design from the Paperboard Packaging Council
