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Food truck-inspired graphics launch new snack chip concept

A food truck window with a metal shelf featuring chili cheese dogs and tacos forms the basis of graphics for a new potato chip brand, Food Truck Favorites, from Wise Snacks.

Wise Snacks challenged packaging design firm Perspective: Branding to capture the spirit of the food truck experience.
Wise Snacks challenged packaging design firm Perspective: Branding to capture the spirit of the food truck experience.

America has become a food truck nation fueled by consumers’ appetite for discovery and authenticity. According to the National Restaurant Association, food truck revenue in the U.S. will reach $2.7 billion by 2017. Food trucks offer consumers eclectic, gourmet options such as sushi, Brazilian barbecue, Greek sausages, red velvet pancakes, and hundreds of other options. Now Wise Snacks of Berwick, PA, is getting behind the wheel of this trend with its potato chip brand by launching a sub-line, Food Truck Favorites, featuring flavors sourced from popular food trucks across the U.S.

Wise Snacks challenged branding and packaging design firm Perspective: Branding to help drive the concept and capture the spirit of the food truck experience. “Our goal was to find a simple way to capture the taste experience for consumers,” says Simon Thorneycroft, founder and CEO, Perspective: Branding. “We looked for a simple, memorable idea that instantly connects to the spirit of the food truck community, leading us to the concept and imagery of the actual serving window and shelf.”

The first two flavors launching nationally are Loaded Chili Cheese Dog, courtesy of food truck brand Papaya King, and Beef Barbacoa Tacos from North East of the Border. The 1.25- and 7.5-oz packages prominently feature photography of the actual product in its signature “to-go” tray resting on a metal shelf, instantly cueing the taste experience. The angle and height is balanced at eye level where consumers would grab their order. Chips are nestled around the product to support and connect the idea. Bright colored backgrounds for ease of flavor differentiation are framed on top and bottom by a metallic silver band providing an instant and memorable connection to the food truck. The Wise brand identity/quality ribbon sits on top of the sub-brand name, Food Truck Favorites. Finally, the truck owner’s brand icon is placed like a sticker on the front panel to build instant recognition of the flavor. The back panel highlights the food truck owners, where to find them, and how to follow them on social media.

Wise potato chips have been around since 1921 and enjoy a loyal following, especially among Boomers. Wise says that Food Truck Favorites will help extend the all-family appeal and help Millennials who seek variety and are looking for authenticity discover the brand.

As part of the program, flavors will rotate in and out every six months. After the initial wave, consumers will be invited to nominate their own favorite food truck. New food truck operators will be selected to develop flavors inspired by their brand and, just as food trucks utilize social media platforms (especially Twitter) to promote and help consumers track their locations, Wise will promote the launch using social media, eCoupons, and sampling events.

According to Jeremy Bjork, Chief Marketing Officer, Wise Snacks, “We knew how powerful packaging design can be in driving sales at launches such as these, and loved the way the overall concept and style of the packaging is uncluttered and honest, capturing the authenticity and spirit of the food truck experience. We think this will fuel engagement with our brand and appeal to a whole new audience.”

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