Page 20 - CW-MAY-JUNE-2020

MARKETING MIX A ROARING NEW LOOK FOR BLUE DINOSAUR Blue Dinosaur has introduced new wrappers and boxes for its bars. The brand has also updated its logo. According to Blue Dinosaur, its logo still features a “great big blue dinosaur”, but the mascot has been freed of his “monstrous biceps and hyper-masculinity”, creating a new dinosaur that is “more simple, more calm, and who portrays \\\\\\\[the brand’s\\\\\\\] desire to support every driven individual who values quality food”. The new packaging will be “brighter, bolder and more vibrant than ever before”. “We’ve been lucky enough to work with renowned Sydney design agency Frost, and with their expert guidance over the past 12 months we’ve created some truly special packaging,” the brand said. Blue Dinosaur’s Paleo Bars will call attention to their hand-baked process, with the Lamington Paleo Bar becoming the Hand-baked Lamington Bar, and so on through the brand’s range. In line with the design changes, Blue Dinosaur says it is also improving on its sustainability where possible. “Our new boxes will be made with less material and consist of a minimum of 80 per cent recycled cardboard,” the brand said. “Our new inner cartons will be printed with natural, soy-based inks. And we now have a callout on our wrappers that they can be recycled with other soft plastics.” NUDIE ASKS FOR SUPPORT AND PATIENCE Juice brand Nudie is urging Australians to support struggling orange farmers whose businesses have been devastated by recent and ongoing extreme weather conditions. The brand is also warning customers to be patient, predicting far lower supplies of orange juice this winter. Months of extreme weather including a long drought and heatwaves have “decimated” the Valencia orange crops Nudie uses for its ‘100 per cent orange juice’, with some citrus growers reporting they’re making more money from trading water than growing orange crops. Nudie Head of Brand Marketing Brooke Parker says some fruit growers have lost more than 40 per cent of their crops. “We deal with growers around the Riverina, Sunraysia and Riverland areas of Victoria and NSW,” Ms Parker said. “All these growers have been impacted to some degree and are feeling the financial strain.” To educate Australians about the plight of farmers, from June, Nudie will be connecting juice buyers with the impacted farmers via a QR code on each juice bottle. The code launches a video featuring the farms and stories from the farmers. With Valencia orange volumes down by 40 per cent, Nudie has had to raise the price of its juice bottles to cover rising costs and keep the growers in business. “We’re committed to keeping the industry alive,” Ms Parker said “The price we’re now paying for premium oranges includes higher costs to support them during these challenging times when yields are lower and the cost of running their business is higher.” About 21 oranges are said to be required to make a 2lt bottle of Nudie orange juice. Due to the orange shortage, consumers are asked to be patient if they can’t find Nudie juice on shelves on some days. “Australia’s orange farmers desperately need our support, and we’re committed to continuing to manufacture Nudie juice from 100 per cent juice sourced from Australian farmers,” Ms Parker said. 18 CONVENIENCE WORLD MAY/JUN, 2020