Oberto brand overhaul largest in 95 years

by Meat&Poultry Staff
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SEATTLE – On Oct. 15, Oberto Brands unveiled updates to its popular Oh Boy! Oberto All Natural Jerky line. This marks the largest brand overhaul in the company's 95-year history. "Oh Boy!" is being removed from the logo’s moniker while the new packaging is targeted toward active consumers and features Oberto's new mantra to "Eat Excellent. Be Excellent."

In addressing these latest moves, one executive explained the branding and packaging shift on its core jerky line is a significant step for Oberto.

"The change began in 2012 when we overhauled our jerky recipe to be All Natural. Now, the new packaging and positioning further solidifies Oberto's brand evolution: Oberto offers great-tasting protein snacks for active consumers who want to feel good about what they put into their bodies so they can perform at their best," said Greg Yahn, vice president of marketing, Oberto Brands.

The company said it updated its jerky brand name and logo to feature a more modern look and feel. The new logo simply reads "Oberto" in black text, accented by the long-standing brand colors red and green. The packaging — previously dominated by all red-gloss wrapping — now features a clean white matte bag emblazoned with a prominent stylized "O," along with the "Eat Excellent. Be Excellent." tag. The bag's oversized "O" will become a staple symbol of the brand's new identity and features black and white sports photography within its borders, capturing all manners of active endeavors — from running to rock climbing — designed to appeal to the target consumer.

Since switching its core jerky line to an all-natural recipe made with simple, wholesome ingredients, Oberto's sales have increased approximately 50 percent. "For a long time, mass market jerky was largely seen as an unsophisticated junk food, but not anymore," Yahn said. "We've elevated jerky and made it new and relevant for active consumers who want to get the most out of what they eat and are specifically looking for snacks to charge them up for their day."

Oberto's line of jerky is available in 2.5 oz. and 3.25 oz. bags and includes Original Beef Jerky; Teriyaki Beef Jerky; Peppered Beef Jerky; Spicy Sweet Beef Jerky; Hickory Beef Jerky; BBQ Pork Jerky; Teriyaki Turkey Jerky and the newly launched Bacon Jerky.

The revamped logo and packaging was designed by Hanson Dodge, a boutique Midwestern creative agency. The packaging rolls out to shelves this month and will be seen nationwide by the end of the year. The new logo and packaging apply only to Oberto's All Natural Jerky line; Oberto Classics (Thin Style Beef Jerky, Cocktail Pep, Smok-a-Roni Sticks and Teriyaki Bite Size Sticks) and Oberto Meat Sticks will continue to use the existing "Oh Boy! Oberto" name, logo and packaging.

Oberto is also planning additional marketing activities that will tap athletic events and active-lifestyle audiences. For more information, visit facebook.com/ObertoBeefJerky or visit Oberto.com.
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