ConAgra Reveals New Identity; Revamps Look
ConAgra Foods reveals a new brand identity that aims to highlight the appeal of its products to consumers -- the brand behind food people love, including Hunt's tomatoes, Orville Redenbacher's popcorn and Healthy Choice meals.
"Our new brand identity is an articulation of the essence of ConAgra Foods -- making great food," says ConAgra Foods CEO Gary Rodkin. "We've changed the company fairly dramatically over the past several years to get these strong brands and products at the core of everything we do."
The new identity was created after research with multiple stakeholder groups, including customers, revealed lack of association between ConAgra Foods and its popular brands. The logo itself features a new, more contemporary color palette along with a 'spoon in plate' icon. The tagline, "Food you love," is expected to reinforce the individual company brands that consumers love.
In 2008, the company sold its trading operation, exiting the commodity trading, fertilizer and ethanol businesses, and now focuses exclusively on branded packaged food sold at grocery stores and other retailers and food sold to restaurants and other manufacturers.
The company will introduce its new brand identity through a targeted advertising campaign beginning June 2, 2009, which hits selected print, broadcast and online outlets.
"Our new brand identity is an articulation of the essence of ConAgra Foods -- making great food," says ConAgra Foods CEO Gary Rodkin. "We've changed the company fairly dramatically over the past several years to get these strong brands and products at the core of everything we do."
The new identity was created after research with multiple stakeholder groups, including customers, revealed lack of association between ConAgra Foods and its popular brands. The logo itself features a new, more contemporary color palette along with a 'spoon in plate' icon. The tagline, "Food you love," is expected to reinforce the individual company brands that consumers love.
In 2008, the company sold its trading operation, exiting the commodity trading, fertilizer and ethanol businesses, and now focuses exclusively on branded packaged food sold at grocery stores and other retailers and food sold to restaurants and other manufacturers.
The company will introduce its new brand identity through a targeted advertising campaign beginning June 2, 2009, which hits selected print, broadcast and online outlets.