On The Border Displays Have a Fiesta Feel

Truco Enterprises, Dallas, maker of On The Border tortilla chips and dips, used a new line of displays to tap into customers' emotions, seeing a 25% increase in sales since launching the campaign last spring. More than 12,000 displays were produced in 2007, and Truco is preparing to order 5,000 more this year. "All designs of the displays for the 2007 series were completed in-house by a cross-functional team of our creative, marketing, manufacturing, analytics, sales and product development divisions," says Dawn Grosvenor, vice president of marketing and brand strategy. The display campaign allows consumers to capture "magical moments" at a glance, like the dreaminess of a warm comforting patio under a brilliant fire sky, sun-lit margaritas, and chips, salsa and queso dip. On The Border launched four displays; three hold three different types of dip and one packages chips and dips together.Truco drew on its core values and customer insight to develop a new concept it calls the "brand charm experience" -- a blend of strategic products "that tap into consumer fascinations, emotions and learned social experiences that inspire, allure and delight all of the senses," Grosvenor says. Truco refreshed the logo and packaging of more than 150 products and merchandising SKUs. The company also had several new products it was trying to market in 2007, launching Cantina Thins and Premium Rounds chips and two new dips -- chunky bean dip and the single-bowl queso.Truco wants customers to have an emotional experience when purchasing its products. "Not only have we reached their taste buds, we have now established a relationship of the heart -- full of positive experiences that will continue to be repeated," Grosvenor says. The displays remind shoppers they can use a little "patio time" -- even in the winter. Packaging Company of America, Lake Forest, IL, manufactured the corrugated displays, which are located in grocery and convenience stores including Kroger, Albertsons, Tom Thumb, RaceTrac and more. Typically, the displays are located close to the chip aisle, but they have also been in deli sections, front store pod-enhancers, the frozen section and even at the end of liquor aisles.The series of displays will remain in stores this year. Grosvenor says the company is always working on new displays. "Our merchandising strategy is to ensure that the displays are an extension of the brand and are fully integrated to drive incremental sales across all salty snack, salsa, dip and drink-mix categories."

On The Border Displays Have a Fiesta Feel

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