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John B. Sanfilippo & Son Inc., Elgin, Ill., owner of the Fisher nuts brand, recently began offering several of its products-a variety of peanuts, deluxe mixed nuts, mixed nuts with peanuts, cashews, almonds and pecans-in clear cans made from polyethylene terephthalate (PET), a recyclable plastic commonly used for beverage containers. The can is 40% lighter than a regular composite one and can be reused. A clear plastic label sports an updated logo and revised graphics, including a green circle with a tree, the words “Earth-Friendly Packaging” and a brief explanation of the company’s environmental philosophy.
“Our unique packaging warrants an innovative approach to how we’re launching our new, clear can,” says Howard Brandeisky, vice president marketing and global innovation at John B. Sanfilippo & Son.
The company is further promoting its new clear cans with a campaign titled “Freshness You Can See.” In addition to the updated label, logo and graphics, the campaign includes two radio ads (in the Chicago and Minneapolis markets), in-store merchandising and ads in retailer publications and on websites.
Northbrook, Ill., marketing agency Blue Chip Marketing Worldwide helped the company launch the campaign, “Crack open the freshness,” for Sanfilippo. The campaign supports Fisher’s new clear can-a first in the snack category.