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Oscar Mayer
Shook Kelley set out to remind traditional shoppers of how this brand has always been a fun, exciting and delicious lunch solution—a sentiment often lost in the context of the cold refrigerated case.
By creating a departmental zone, or “perceptual room” for lunch meats, Shook Kelley was able to change the way consumers shopped the area, giving the category its own realm, focus and excitement. In addition, the concept of “Lunchtime” was introduced to associate the brand with the positive connotations of this break in the day, a reprieve from work and, for kids, a recess from school. Playful, conversational phrases were used in the design to remind people of how exciting lunchtime can be, such as, ”It’s 12 p.m. Do you know where your lunch is?” and “Is it Lunchtime yet?”
Remind people of how exciting lunchtime can be
The concept design included cross merchandised end caps and hanging banners to create a “room” effect and departmental zone. Delicatessen cues and triggers, such as menu boards, chalkboards, tile and awnings, were also introduced to bring back credibility to the product quality and freshness standard.
By creating a departmental zone, or “perceptual room” for lunch meats, Shook Kelley was able to change the way consumers shopped the area, giving the category its own realm, focus and excitement. In addition, the concept of “Lunchtime” was introduced to associate the brand with the positive connotations of this break in the day, a reprieve from work and, for kids, a recess from school. Playful, conversational phrases were used in the design to remind people of how exciting lunchtime can be, such as, ”It’s 12 p.m. Do you know where your lunch is?” and “Is it Lunchtime yet?”
Remind people of how exciting lunchtime can be
The concept design included cross merchandised end caps and hanging banners to create a “room” effect and departmental zone. Delicatessen cues and triggers, such as menu boards, chalkboards, tile and awnings, were also introduced to bring back credibility to the product quality and freshness standard.