Gwaltney redesigns logo, packaging
May 16, 2013
by Meat&Poultry Staff
SMITHFIELD, Va. – Gwaltney unveiled a redesigned logo and new packaging for its line of hot dogs, bologna, lunchmeats, sausage and bacon products — the first redesign in more than 20 years, according to the company.
Design North, Racine, Wis., collaborated with the Gwaltney marketing team to plan the rebranding and execute all aspects of the redesign, including new photography.
“The Gwaltney brand was established more than 140 years ago. For that reason, we’ve proudly added the founding year to the logo to give consumers an elevated level of confidence that they’re feeding their family quality products that have stood the test of time,” said Will Brunt, vice president of marketing. “The package artwork has been updated to accomplish two main goals — to reinvigorate the product’s presence on grocery store shelves and to bring organization within and across categories to improve the shop-ability of the brand.”
Gwaltney launched the “Gweatness of Gwaltney” marketing campaign to support the new logo and packaging design, and have fun with the brand's name. The campaign, created by Doner, Gwaltney’s advertising agency of record, will begin with a radio campaign featuring parents and kids finding the “Gweatness of Gwaltney” in everyday occurrences. Gwaltney also will circulate a series of FSIs throughout the spring and summer grilling season.