Vendors line the halls of Fancy Food Fest

Figgin' Fruit

by Elizabeth Freeman on 10/26/2016 | 3 Minute Read

Figgin Good! 

Hello Delicious! Brands wanted to make a splash in a snoozy snack category, committed to shaking it up and changing the perception of the venerable but much-maligned fig cookie. Trouble was, consumers previously saw these snacks as decidedly downbeat, dominated by thin, dried-out crumbly offerings. Given that Hello Delicious! was crafting plump, fruit-filled poppable drops in a variety of fun flavors, it was important to ensure the packaging conveyed a different kind of experience.

Pivot Marketing, Inc worked closely with the brand team to create the naming, brand positioning and packaging for these treats. 

“We began with a competitive analysis, then quickly moved into a naming exercise, coming up with dozens of names to position the product accordingly. When the Figgin’ Fruit brand was launched, it was launched with a vibrant, playful set of packages, touting a whimsical mascot in Cap’n Mac Figgins and a backstory that amped up the fun in fruit. By all indications, our work ensured that Figgin’ Fruit is not your father’s fig cookie.”


Creative Director: Liz Schwartz

Designer: Sarah Wielusz

Copywriter: John Tomkiw

Illustrator: Michael Bast

Account: Heather Bult

Illustrator: Sarah Wielusz

Designed by Pivot Marketing, Inc.

Country: United States

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