CARVE OUT A UNIQUE PLACE IN THE MARKET___
Swift had been a dormant value brand. And unlike other brands in the category, it couldn’t make health or natural claims. Instead, Swift offered low-cost, great-tasting, “quick-fix” food. We needed to rejuvenate the brand to feel exciting and delicious, with packaging that boldly differentiates from the sea of same in the grocery store.
A VALUE BRAND THAT FEELS GOOD IN YOUR CART___
We reintroduced Swift as a unique celebration of food and fun. Instead of giving people the dreaded “shopping cart shame” that can accompany other value brands, it’s a cheeky treat dressed in attractive packaging that customers can show off with pride. With a playful voice, distinct colours and vibrant photography, Swift stands out from competitors and grabs people’s attention where it matters most – on shelf.
FOMO À GOGO___
Our goal was to increase listings. And boy, did we ever. With absolutely no marketing budget behind it, Swift created retailer FOMO (Fear of Missing Out) on our packaging alone. In less than a year, Swift scored listings all across Canada. On top of that, parent company Maple Leaf has elevated Swift to one of the three main pillars of its portfolio.