Sweetzels Foods
If you’re from Philadelphia as we are, chances are you’ve spent many chilly autumn nights wrapped in blankets, watching horror movies, and snacking on a black-and-orange box of Sweetzels spiced wafers. You hold these fond memories dear to your heart and crave a sleeve or two each time fall rolls around. Although Spiced Wafers are as essential to Philly as cheesesteaks and soft pretzels, other regions aren’t as familiar with the brand. With the goal of expanding its market, the Sweetzel’s team turned to Paragraph. With this challenge in mind, we recommended positioning the brand through a narrative that emphasizes a passion for quality ingredients, the personal touch of the family-owned business, and an evocative flavor experience. With that, we helped them refine their sales message to better convey the seasonal opportunity for supermarkets and independent stores outside of the Philly area and we evolved their brand packaging, website, and marketing materials to communicate a cohesive brand story, image, and a unified product line.
Key Deliverables
Qualitative ResearchBrand PositioningBrand Voice & Message PlatformRetail Package DesignSales & Marketing MaterialsWebsite Design & Development
Our process of developing the brand strategy was rich in research and insights into various markets. We interviewed the stakeholders, brokers, and past and current buyers to provide insight into tackling the creative approach. These conversations taught us about the great opportunities in the nationwide market for not only spiced wafers, but Sweetzels’ additional products.
We showcased the new product photography, emphasized the importance of quality ingredients and family tradition, included recipes, and created a more intuitive web experience.
