According to Kent Spalding, Barbara's Vice President of Marketing, it is necessary to look at where the company started to understand where they are heading. This brand was an important element of the natural food movement when 17-year old Barbara used a simple recipe and all-natural ingredients to create great-tasting foods. Even after more than 40 years, Barbara’s stands by its concept of delivering all-natural foods to its customers.
While customers now look for healthy options more than ever, choices in the market can be overwhelming. Even the most loyal customers of Barbara’s told the brand that finding its products was a rather challenging affair. After weighing a lot of requests and queries, the marketing team at Barbara’s opted to change the packaging design to make it more appealing and attractive. They used bold, simplified, and consistent packaging for the entire product line. They also made some changes in the web interface and social profiles.
Barbara’s design is rebranded packaging after collaborating with Macchiatto, a design firm located in San Francisco. What truly stands out in the new design is Barbara’s 40-year old heritage.
Michelle Regenbogen, principal and owner of Macchiatto, said that the main focus of Barbara’s was to make the placement of the main logo on the front a more sensible move. The logo now has rolling hills and natural landscapes in the background. The "All Natural Since 1971" slogan makes a statement even more prominently.
The new packaging design changed the outlook of all 55 packages sold by Barbara’s. This packaging also uses sustainable Green Choice® cartons. The bottom flap of every package has a chart to tell people about the energy preserved and manufacturers’ commitment to zero greenhouse emissions. Barbara’s products with this new packaging design hit the shelves in June 2010.
Barbara’s makeover celebrated by consumer contest
Barbara’s invited families across the country to celebrate its new design. They arranged Barbara’s Natural Makeover Contest as a way to advertise their new design. The makeover of their web design also reflects the change in packaging design. BarbarasBakery.com provides valuable information on a balanced lifestyle and healthy foods. It was also the portal used to enter the contest.
Provocative New Advertising Campaign
The advertising campaign of Barbara’s encourages its customers to say ‘yes’ to great taste and all-natural goodness of foods that include snacks and cereals. At the same time, it insists on saying ‘no’ hydrogenated oils, refined white sugar, chemical preservatives, and artificial ingredients. These ads list a couple of URLs to help consumers find online resources to get information on the benefits of organic foods and disasters of bad-quality foods.
