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Extended-text label spices up sales of seasoning blends

A new peel-back, three-panel label for a line of Club House brand One Step Seasoning Blends from McCormick Canada, Inc. has uncovered more than additional label space.

Pw 3193 Mc Cormick Front Fade

In 2008, McCormick Canada noted that while the Club House brand was well recognized in Canadian kitchens, and although the 13-variety One Step Seasoning Blends line had experienced strong sales growth, β€œoverall consumer awareness for the products was still very low,” says Jennifer Dionne, group marketing manager for the company. β€œThose consumers who were using the product were finding it challenging to come up with new ways to use the flavor in their cooking.”

The solution was a package design update that put recipe suggestions right at the consumers’ fingertips, with a wraparound, peel-back label offering a much larger footprint for copy. The spice line’s signature clear PET pedestal bottle from Setco, a subsidiary of Berry Plastics, in 111- and 180-g sizes, remained unchanged, along with its trademark red flip-top shaker lid. The bottle’s pressure-sensitive paper label, however, was swapped for a two-part, extended-text biaxially oriented polypropylene label from the Fasson Roll North America division of Avery Dennison.

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