International grower and year-round marketer of strawberries, blueberries, blackberries and raspberries, Wish Farms of Plant City, Fla., has introduced a new look and messaging for its labels. Additionally, the company is launching an updated website and newly designed smartphone application.
In late 2019, brand refresh efforts kicked off with the rollout of a new tagline: Generations of Sweetness. In January 2020, all new labels and boxes started featuring the trademarked emblem: Feel Good. Eat Berries. Make a Difference.
“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 in a statement.
The underside of all berry labels now read: “You buy. We give. See how.” The messaging then directs the consumer to the website to learn more.
“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 Gary Wishnatzki, owner, in a release “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 company began The Wish Farms Family Foundation with a commitment to contribute a percentage of profits to causes surrounding three pillars: food insecurity, youth education and community.
The refreshed designs are being introduced into the marketplace along with a smartphone program. “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. In addition to the augmented reality feature, the app will be home to a consumer feedback portal, berry facts and recipes.
Wish Farms is also promoting its brand refresh through a revamped website. The site features consumer recipes in a Pinterest format along with detailed grower information, and a “Happiness Survey” that invites consumers to share feedback by scanning the QR code on the Wish Farms berry label.
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.