Display or POP

Client: ConAgra Foods
Creative Firm: Launch Creative Marketing - Chicago, IL, USA
Creative Team: Michelle Morales - Creative Director; Erin Pearson - Associate Creative Director

The salty snack industry is a competitive $8 billion field, and Alexa Crunchy Snacks wanted to get a bite of it. They hired Chicago's Launch Creative Marketing to help distinguish the brand as a truly original, premium snack unlike anything else on the market. Launch sought to convey four objectives: strong visibility, superior taste and quality, awareness of Alexa's use of real vegetables and brand equities such as its commitment to keeping its products 100% natural.

"There's meaning behind each element of our design," the agency says. "The header emerging from the display was [designed] to instantly attract attention. It is static, yet bursts out at the same time, immediately setting itself apart from other traditional, 'boxy' displays." The 360-degree shopping experience attracts shoppers with appetizing product visuals against a clean white display that itself mimics a bag of Alexa snacks-and is just as easy to open: "Our biggest challenge was to create a unique design with maximum impact and simple setup," Launch says. "We accomplished this by engineering the header to pop open in a simple motion."