Why it matters
For products that are usually associated with in-person shopping, such as fresh food, the instant change in shopper habits during the COVID-19 pandemic was particularly challenging. Adapting to new behaviors in a holistic way, from packaging to product delivery, was required, and could have a long-term impact.
Takeaways
- Packaging is a powerful channel to communicate different brand principles, such as safety or value, through both design and messaging cues.
- Mixing informational content like recipes with the excitement generated by contests is a way for brands to serve rational and emotional needs.
- Loyalty programs can give brands in...