Power of Repetition Boosts Customer Awareness

Feb. 13, 2007
Food processors with branded or private label items in multiple categories can use the psychological power of repetition to boost consumer awareness and possibly even sales.

Using a uniform packaging look and feel for multiple categories provides an opportunity to connect repeatedly with consumers as they move through the store. This is the Safeway supermarket chain's tack with its Safeway Select private-label line.

Already the leader in ketchup, Heinz builds recognition for its other products with a similar yet variable label.


Safeway "is building an overbrand that doesn't just operate in one area of the store," says Larkspur, Calif.-based Harvey Hunerberg, managing partner with CBX (, a brand strategy and design firm. "Safeway Select operates on every shelf, in every aisle, on every end cap, right up against the other products."

Thus the shopper sees the blocky Safeway Select logo over and over again, on every shopping trip. Consequently, the brand quickly takes on a familiar feel. Plus, a positive experience with any product in the line predisposes the consumer to try the Safeway Select option when shopping in another category.

Toward the same end, H.J. Heinz Co. recently redesigned packaging for its cross-category Heritage line of products. The line includes more than 30 non-ketchup items, such as vinegar, pickles, relishes and sauces. Heinz's package redesign leverages the familiarity of the Heinz logo and keystone label shape, applying a unified design architecture to packaging for products across the product line.

The illustrations and background colors vary by category, but the common design architecture quickly communicates to consumers that these are Heinz products. Wallace Church Inc. (, a New York-based brand identity and package design firm, created the new packaging.

Sponsored Recommendations

F&B Manufacturer Implements Powerful Cybersecurity

A leading F&B manufacturer has moved to harness the skills of Rockwell Automation and Claroty to harden their OT and IT defences.

6 Ways to Augment Your Food and Beverage Workforce

Modern digital tools and technologies help attract, retain and empower a modern workforce.

2024 Manufacturing Trends - Unpacking AI, Workforce, and Cybersecurity

The world of manufacturing is changing, and Generative AI is one of the many change agents. The 2024 State of Smart Manufacturing Report takes a deep dive into how Generative ...

Better OT Asset Management Increases Uptime

A food and beverage company streamlines and simplifies its OT cybersecurity to increase system reliability and uptime.