$920

Packaging Communication and Direction Workshops

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The FoodBowl

28 Verissimo Drive

Auckland, Auckland 2022

New Zealand

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In today's hyper-competitive market, you must pull out all the stops to have your product selected over the competition. Many believe that half of the competition is all in the packaging - it is your billboard vs theirs so what are you going to have on it that will convince the consumer???

Join us for a one-of-a-kind workshop with packaging communications expert Bernice Tuffery. An insightful senior qualitative market research professional with proven analytic and strategic skills fortified with a practical commercial perspective. Bernice has 20 years of experience in brand development and positioning in FMCG - predominantly food and beverage.

"As a frontline research practitioner, I’m embracing the challenges that we face in the new era of business – with increasingly competitive markets; established brands converging, new nimble brands emerging; consumers that are increasingly discerning, savvy and cynical; mega trends that are forcing us to take a long hard look at ourselves, our values and what we can deliver with integrity and authenticity. This new paradigm demands more from us as practitioners than ever before in terms of how we gather market insights and what we choose to do with them. My work has included a wide portfolio of mass market food and beverage brands including Coke, Pump, V, L&P, Schweppes, Griffin’s, Huntley & Palmers, ETA, Tasti, Sealord and Puhoi. Specific projects have included:

Brand transformation – guiding the rebranding of Kiwi ice cream to Marvels.

Category disruption – Vogel’s entering and evolving the cereals category.

Challenger branding – repositioning Memphis Meltdown against Magnum

NPD – generating Nice & Natural’s innovation pipeline

Category creation – establishing Uppercuts in the adult/premium chip space

I have a particular love of packaging, and have seen firsthand the difference strong packaging can make to a brand’s success. This is especially the case for those brands that aren’t in a position to have above the line support and the packaging is a key vehicle in communicating the brand and proposition to the consumer."

The goal of these workshops is to help businesses to optimise their brand through the pack design. With extensive experience listening and observing as consumers respond to existing packaging and new pack designs, Bernice has a very well-honed sense of what works and doesn’t work in the market. With this background Bernice can review your existing or proposed packaging and provide guidelines on how to develop it. This would involve:

Briefing - A one hour face-to-face briefing. This would be a show and tell session where you can provide an overview of your product, brand, packaging, channels, target market and business goals/challenges.

Review - A review of the branding and packaging in the context of its target audience, where the product sits in store, its competitive set, and your objectives for the brand. Usually this involves clearly communicating what the product is, connecting with target consumers on both a functional and an emotional level, justifying the price point, distinguishing itself from competitors and generating trial and re-purchase. This would be conducted based on my extensive experience in understanding consumer response to branding and packaging in food – based on a lifetime in qualitative market research.

Summary Report - A summary of my opinions, recommendations and rationale are compiled in a word document so this can be used to help brief/re-brief your designer.

Q & A Conversation – Following up on the report, we’d have an opportunity for a 30 minute phone call to go through your questions and ideas about pack development.

Book your one-on-one session with Bernice today.

If your company is a SME you may be eligible for a NZTE subsidy, to apply please email angus.brown@foodinnovationnetwork.co.nz

Note: My expertise is in qualitative market research and I’m able to offer my experienced view of the consumer perspective on the visual appearance of the pack design. I am not a graphic designer, nor an expert in the technical or production aspects of packaging. Nor am I able to offer guidelines on legal info/nutritional info. You will need to seek other experts for advice in these areas.

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Date and Time

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The FoodBowl

28 Verissimo Drive

Auckland, Auckland 2022

New Zealand

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