PKG Brings More Fun To The Fair

Agency refreshes America's #1 Corn Dog—State Fair® Brand

Jan 31, 2013, 16:36 ET from PKG

CHICAGO, Jan. 31, 2013 /PRNewswire/ -- PKG announces a brand and packaging refresh for Hillshire Brands Company's State Fair® Brand Corn Dogs. America's #1 Corn Dog has a new look in 2013.


Sharpening Brand Equity and Differentiation
The new-look packaging undertook two large tasks: evolve the packaging to showcase State Fair® Brand's playfulness while creating more differentiation between flavors and forms.

Engaging with Shoppers to Amplify Results
600 shoppers identified their likes and dislikes on current packaging, and helped to steer the development of new concepts. Consumer engagement throughout the creative process yielded three concepts consumers liked as much—or better than—current packaging.

Setting Off "Fireworks"
The brand's iconic blue remains a centerpiece, as does a modified brand mark—brightened by evocative "nighttime at the state fair" fireworks. A cleaner handwritten typeface, new appetite-inducing product photography and a re-imagined, re-structured flavor ribbon all work together to help shoppers find the right product.

By working with existing equities and sharpening those that could be working harder, PKG developed new packaging for the State Fair® Brand that tells a more compelling and relevant brand story.

About PKG
PKG creates branding and packaging that help manufacturers and retailers tell brand stories that generate conversation and drive consumer awareness, trial, and loyalty.

Visit PKG on the web at

About Hangar 12
PKG is part of the Hangar 12 Group, three agencies that share a singular vision—CONSUMER FIRST. It's a philosophy that means Hangar 12 fully understands the brands we work with, leveraging consumer behavior and brand perspective to guide the brand solutions we create. Hangar 12 includes Pivot, a strategic innovation and brand strategy agency, and TWO/TEN, a digital and promotional consumer activation agency. Together, the three agencies offer an adaptive marketing practice that enables client partners to maximize budgets and take advantage of marketing efficiencies.

Visit The Hangar 12 Group on the web at


Liz Schwartz,

Vice President

+1 312 870 9163