Agency: Nsight Connect (a Catapult Marketing company)
Client: Quaker Oats
We created a Target Exclusive package to communicate that shoppers can use oats for way more than breakfast and encourage use for holiday baking.
We did a custom photo shoot for the Cranberry Oatmeal and Holiday Oatmeal Brittle images. We added some fun details, like a scarf on Larry the Quaker man, changed out the "Heart Healthy" lock up for mittens forming a heart shape. The sweater knit background replaced the regular burlap/linen on the regular package.
The blogger campaign continued the message and provided new recipes for holiday baking with oats. The bloggers helped get the word out to shoppers and encouraged purchase.
This design uses the iconic canister tube to our advantage, turning the package into a birch tree. Imagine a shelf full as a forest of trees. I like to show this design concept in my portfolio because it was a favorite of the entire team at Nsight Connect as well as the client. However, the Target buyer's vote was worth more!
Here's another concept that was well-liked. The tone on tone icon pattern hints at the season while the red color palette distinguishes Old Fashioned Oats from Quick 1-minute (shown next in cyan).