Hellmann's launched their Organic and Carefully Crafted lines, both spreads that do not include GMO sourced ingredients and are free from concerning additives. Several shelf flags and recipe cards were created to educate shoppers on the benefits of the new lines. Attractive photography further showed how the spread could be used outside of the traditional usage. Finally, a coupon was included to further entice potential chefs.
Several designs were considered for the coupon, including duplicating the wrap photography or using the heart graphic behind the product. The decision was made to move forward with a simplified, gradient yellow background that would not compete with the impact of the shelf flag.