Rebranding Chicken of the Sea — John Nunziato // LIttle Big Brands

Quotes

• "We had the opportunity to do some strategic positioning. We learned a lot about the brand. We learned about positioning and repositioning the brand, which is difficult because it is a legacy brand that appeals to a wide demographic with a 99% household penetration, which means everybody knows Chicken of the Sea." - John Nunziato

• "We found that people love the brand, the product, they trust the brand, but maybe didn't know how to use it. There are many amazing recipes and ways to use the product instead of just putting it on top of a salad." - John Nunziato

• "I encourage people to follow the brand because it helps moms, single moms, and families get to a healthier place, feed your family on a budget so that you don't have to spend a huge amount of time in the kitchen preparing food. That's one amazing trigger for the brands we tried to help enforce." - John Nunziato

• "Creating products that the consumer truly needs is most important. Moving into pouches and snack bowls, more accessible, easy-to-use, and approachable forms, is the future. You can see some of the other brands moving there. Chicken of the Sea looks forward to being a leader in the category." - John Nunziato

• "We approached the branding, like, how can we make this more visible, appealing, beautiful, and shoppable for the consumer. One of the things we approached while working on the identity and container is how to make the packaging more shoppable." - John Nunziato

• "The brand hadn't been redesigned in about 20 years. It was approached, I think, in 2003 ish. It didn't do great, and they remain the same. What we did was a label clean up, for sure. So, the logo we developed and designed to be stackable allowed us to increase the real estate and the size of that mark. We simplified the mark and maintained its brand equity, but we moved it forward in a very smart way." - John Nunziato