Wish Farms Reveals Brand Revamp
- by Melissa De Leon Chavez
PLANT CITY, FL - A leader in marketing fresh produce in order to attract a wide array of consumers, Wish Farms continues to stay at the forefront of innovation. The berry purveyor is once again upping its prowess in the produce aisle, announcing a revamp of its brand messaging. The rebrand includes a new look for Wish's labels as well as an updated website and newly designed smartphone application.
“Providing the best tasting berries is at the heart of our mission, but in order to be a brand that people ask for by name, we need to be more and do more,” said Owner Gary Wishnatzki. “We didn’t need to redefine who we are, because Wish Farms has always been involved in our community. But now we are sharing that message effectively and upping the ante.”
The refreshed designs are being introduced to the marketplace along with a smartphone program that brings the label to life, according to a press release. In late 2019, brand refresh efforts kicked-off with the rollout of Wish Farms’ tagline: Generations of Sweetness. In January 2020, all-new labels and boxes started featuring the trademarked emblem: Feel Good. Eat Berries. Make A Difference.
The underside of all berry labels displays state “You buy. We give. See how.” The messaging then directs the consumer to the website to learn more. The label showcases gingham designs with eye-catching colors that complement each berry.
“After thoughtful research and discussion, we decided that we needed to better convey who we are. The ‘Feel Good’ statement not only refers to berries’ health benefits, but how people can feel good about choosing our brand because of our commitment to social responsibility and active charitable efforts,” said Director of Marketing Amber Maloney. “We wanted to do something that stands out; the berries' natural colors really pop against the new label design.”
The company is also promoting its brand refresh through a revamped website featuring consumer favorites such as recipes in a Pinterest format along with detailed grower information. Improving upon the innovative “How’s My Picking” traceability platform, the company has now replaced it with the “Happiness Survey.”
The company began The Wish Farms Family Foundation in order to make a commitment to contribute a notable percentage of profits to worthy causes. Its focus is based on three pillars: Food Insecurity, Youth Education, and Community. The site contains new pages that detail the company history which underscores the generational aspect of the business.
“By downloading our Wish Farms mobile app, consumers can now watch Misty the Garden Pixie come to life through the use of augmented reality technology,” said Marketing Project Manager Nick Wishnatzki.
Moloney continued, noting how augmented reality has increased brand awareness.
“Product feedback is extremely important to us. Now consumers can easily share feedback by simply scanning the QR code on our berry label,” she explained. “This new platform highlights our commitment to giving consumers a voice and displaying an easier way to connect with us.”
In addition to the augmented reality feature, the app will be home to a consumer feedback portal, berry facts, and recipes as well as fun take on Tic-Tac-Toe called “Trick-Tac-Toe”. For each download, Wish Farms will donate a meal to Feeding America. The app is available for download in the Apple App Store and Google Play.
How will this revamp strengthen brand awareness for Wish Farms? Stay tuned as AndNowUKnow reports.