Bold Brand Refresh Rolled Out by Wish Farms
November 11, 2020 The creative minds at Wish Farms have waved their magic marketing wands again, this time to freshen up its berry product labels with a new look and messaging. And that’s not all. The Plant City, FL-based grower/marketer of strawberries, blueberries, blackberries, and raspberries also is promoting an updated website and newly designed smartphone app.
View all
In late 2019, brand refresh efforts kicked-off with the roll out of their new tagline: Generations of Sweetness. In January 2020, all new labels and boxes started featuring the trademarked emblem: Feel Good. Eat Berries. Make A Difference.
“After thoughtful research and discussion, we decided that we needed to better convey who we are,” says Amber Maloney, Wish Farms’ Director of Marketing. “The ‘Feel Good’ statement not only refers to berries’ health benefits, but how people can feel good about choosing our brand because of our commitment to social responsibility and active charitable efforts.”
The underside of all berry labels displays: “You buy. We give. See how.” The messaging then directs the consumer to the website wishfarms.com/feelgood to learn more.
The company began The Wish Farms Family Foundation making a commitment to contribute a notable percentage of profits to worthy causes. Its focus is based on three pillars: Food Insecurity, Youth Education, and Community.
“Providing the best tasting berries is at the heart of our mission, but in order to be a brand that people ask for by name, we need to be more and do more,” owner Gary Wishnatzki says. “We didn’t need to redefine who we are, because Wish Farms has always been involved in our community. But now we are sharing that message effectively and upping the ante.”
The refreshed designs are being introduced into the marketplace along with a smartphone app that brings the label to life. “By downloading our Wish Farms mobile app, consumers can now watch Misty the Garden Pixie come to life through the use of augmented reality technology,” says Marketing Project Manager Nick Wishnatzki.
In addition to the augmented reality feature, the app will be home to a consumer feedback portal, berry facts, and recipes as well as fun take on Tic-Tac-Toe called “Trick-Tac-Toe.” For each download, Wish Farms will donate a meal to Feeding America. The app is available for download in the Apple App Store and Google Play.
The company’s revamped website features an upgrade to the “How’s My Picking” traceability platform. It has been replaced with the “Happiness Survey,” Maloney points out. “Product feedback is extremely important to us. Now consumers can easily share feedback by simply scanning the QR code on our berry label. This new platform highlights our commitment to giving consumers a voice and displaying an easier way to connect with us.
Subscribe Today For
