Aug 15, 2008

Society Hill snacks refines brand strategy

(Philadelphia, PA) — Ronna Schultz, President of Society Hill Snacks, unveiled its new advertising campaign and theme today, as part of its enhanced branding initiative. Working in conjunction with industry specialist, GroupLevinson Advertising, Society Hill Snacks’ goal is to more effectively define and communicate its position as a leading manufacturer of premium quality snacks.

The new branding strategy is anchored by the theme, Snack Luxuriously!, to underscore the superior quality and creativity of their snack line. Said Schultz, Until now, we’ve just assumed both buyers and consumers understood our artisanal snacks are made in small batches from premium ingredients and shipped fresh every day. Our new strategy is designed to communicate these very real flavor, quality, and health advantages which dramatically differentiate us from our competition.

This branding message will be communicated in a creative new ad campaign that will first appear in industry trade media beginning September, 2008. The initial three-ad series conveys a humorous, upbeat image for the company through the use of Renaissance masterpieces that have been playfully edited to feature packages of Society Hill Snacks in key positions. For example, the first ad, entitled Adam & Eve, features the painting Adam and Eve by Lucas Cranach, The Elder, where the apple Eve is handing to Adam, has been retouched out and replaced with a canister of Tres Toffee Nuts, one of Society Hill’s best sellers.

Said Schultz, “Snacks are fun and it’s important to let our industry know just what we stand for — that we don’t take ourselves too seriously, except when it comes to maintaining superior quality standards. With our brand more clearly defined, it will make it easier for everyone to understand who we are and what we can do better for them as a leading upscale snack resource. Our double-digit growth over the last few years has been dramatic and our new brand strategy will communicate our leadership position in a fun and exciting way.”

Society Hill Snacks’ new brand strategy is timed for introduction at the height of the pre-holiday buying period. The entire line of premium, artisanal snacks will be available for holiday gift giving in tall, clear, reusable plastic canisters, as well as a number of other packaging options.

Society Hill Snacks are made in small batches and shipped fresh every day. Everything is made to order, using only premium ingredients. Nut snacks are all natural. Many of the nut snacks are made in old-fashioned rotating copper kettles, using vintage Venezuelan recipes. Key customer categories include specialty food retailers, upscale department stores, gift basket retailers, and luxury hospitality venues. Headquarters for Society Hill Snacks is: 8845 Torresdale Ave., Philadelphia, PA 19136. Phone: 800-595-0050. Fax: 215-708-8501. Website:www.societyhillsnacks.com.