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State Fair Corn Dogs Redesigned


Designed by PKG, United States.

PKG BRINGS MORE FUN TO THE FAIR
Agency refreshes America’s #1 Corn Dog—State Fair® Brand

CHICAGO, January 7, 2013 — PKG announces a brand and packaging refresh for Hillshire Brands Company’s (NYSE: HSH) State Fair® Brand Corn Dogs. America’s #1 Corn Dog has a new look in 2013.

Sharpening Brand Equity and Differentiation
The new-look packaging undertook two large tasks: evolve the packaging to showcase State Fair® Brand’s playfulness while creating more differentiation between flavors and forms.

Engaging with Shoppers to Amplify Results
600 shoppers identified their likes and dislikes on current packaging, and helped to steer the development of new concepts. Consumer engagement throughout the creative process yielded three concepts consumers liked as much—or better than—current packaging.

Setting Off “Fireworks”
The brand’s iconic blue remains a centerpiece, as does a modified brand mark—brightened by evocative “nighttime at the state fair” fireworks. A cleaner handwritten typeface, new appetite-inducing product photography and a re-imagined, re-structured flavor ribbon all work together to help shoppers find the right product.

By working with existing equities and sharpening those that could be working harder, PKG developed new packaging for the State Fair® Brand that tells a more compelling and relevant brand story.



Before (Left) and After (Right)





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