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Wowzer, we’ve been busy! Check out the press release below to learn about some very exciting new news from your friends in Deep River. For updates, be sure to follow us on Facebook, Instagram and Twitter.
Deep River Snacks® Announces New Package Design, Launch of Black Truffle Kettle Chips
— New Design Leverages Mission Branding and Appetite Appeal to Double Preference vs. Current Pack —
— Decadent Black Truffle chips to launch this July, ask consumers to #PutaCauseOnIt —
Deep River, CT (June 19, 2017) – Deep River Snacks®, the leading brand of premium, cause-oriented snacks, is excited to announce a packaging optimization for its iconic and flavorful line of kettle cooked potato chips. In addition, the company will launch a decadent new Black Truffle Kettle Chip this July, its first to feature a consumer nominated charity.
Making its way to retail shelves nationwide this summer, the new kettle chip packaging brings forward the vibrant colors the brand is known for, but adds a heavy dose of appetite appeal. A refined logo and the tagline, “Because We Give a Chip,” are emphasized, while other key information, such as ‘Cooked exclusively in Sunflower Oil’ and ‘10% of profits to charity,’ is added to the front of the bag.
“We knew we had to approach this project very carefully to retain the key equities of our iconic packaging, while at the same time allowing enough flexibility to really make an impact on-shelf,” says Kristine Ford, VP of Marketing. “The end result is exactly what we wanted: a recognizable, but updated design that better signals the incredibly delicious chips inside the bag, and more clearly articulates our mission to ‘give a chip’.”
Package design creation was led and managed by HMSDesign, an award-winning Connecticut brand design agency with deep roots in the food and beverage industry. Eight design concepts were tested against the current package and category leaders utilizing Nielsen’s Design Navigator. The winning concept resulted in a 100% increase in preference, and significant improvements in share of attention and findability.
Along with the new packaging, the company will be launching an all natural Black Truffle Kettle Chip which combines decadent Italian truffles with their signature, crunchy chips to create a savory and fragrant chip reminiscent of truffle frites. Black Truffle Kettle Chips will be available in cases of 24-1.5oz bags starting in July 2017.
While every other Deep River Snacks chip promotes a charity that has impacted the life of an employee, Black Truffle will instead ask fans to nominate a cause to spotlight. Starting July 1st, fans will be able to help #PutACauseOnIt by using the dedicated hashtag or visiting PutACauseOnIt.com. Updated packaging, featuring the winning consumer generated charity, will debut in early 2018.
“Promoting organizations that have personally touched the life of a co-worker has been a core part of Deep River Snacks since the beginning,” says Jim Goldberg, Founder and CEO. “We see our fans as a big part of that extended family, and we’re very excited to ask them to nominate causes that they ‘give a chip’ about this time.”
In addition to these changes on shelf, the company has initiated a new marketing campaign entitled, “Good Things Happen When You Give a Chip.” The campaign aims to build awareness and affinity for the company’s mission while inspiring others to ‘give a chip’ about causes that are meaningful to them. Experiential, digital (IGiveAChip.com), social and point of sale support.
“Our brand is growing by leaps and bounds, and the bigger we get the more we come back to what made us special in the first place: our commitment to give a chip about our product, our ingredients, giving back and delighting our partners and fans,” notes Ford.
About Deep River Snacks
Deep River Snacks is passionate about creating great tasting snacks that are made from ingredients anyone can feel good about eating. Committed to its mission of “giving a chip,” the company has created an extensive line of kettle cooked potato chips, HONCHOS™ organic seasoned tortilla chips, crisps and organic popcorn that are Certified Gluten Free, Non-GMO, Kosher, and Nut-Free. Since its founding in 2002, the company has also been passionate about supporting charity and features a non-profit organization on each of its bags, while committing 10% of profits to charity. For more information, please visit DeepRiverSnacks.com or weHONCHOS.com.