Cereal aisle
Originally uploaded by mitchsfo
As a New Yorker, one forgets that grocery shopping is different in the rest of the country. No one has to carry their groceries home or get them delivered. They don't have to make due with tiny shopping carts. Their shopping carts don't have to do odd maneuvers to get through the aisles. And stores have tall wide shelves that have almost endless varieties of basic products.
Packaging is something I pay a lot of attention to as a consumer and a marketing professional and I have to say that Publix has some of the best private label packaging I've seen. It's like taking home one's groceries from Real Simple magazine, which was clearly the inspiration. The design is simple and almost Apple like. Mouth watering appetite appeal. Modern photography and illustration. Really well done.
To be fair, private label goods do not have to merchandize their wares. The store is the brand and your acceptance of the product is based on your trust in the store. That's why they can get away with not having call-outs, banners, bullets, and other things that differentiate their offerings. But with the cacophony of the grocery shelf, these products are a breath of fresh air. It's no wonder that private label products are surging.
Wouldn't you want to have this box on your shelf, table or pantry? Just owning it makes you feel wealthier and more cultured, even though you may have paid a third less than for national brands.
I also have to give a shout out to Cascadian Farms, located just to the right of the Publix brand. A little more stark but just as appealing.
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