Rebranding Assignment
Marketing Proposal
Owned and run by PAL's Snack Foods, LLC, Hartville Potato Chips is a small, Akron-based, family-owned potato chip company that produces classic kettle-cooked potato chips while honoring traditional practices, including small-batched kettle-cooking and locally grown potatoes. With decades of heritage, the family-owned company has specialized in small-batched kettle-cooked chips since 1928 (OK Potato Chips).
Now, with the three contributing founders, Ted Robb, the former owner of “OK Potato Chips,” has partnered with his cousins, Paul and Anthony LaGuardia, to keep the classic family recipe alive. With a new rebranding of Hartville Potato Chips, this project was intended to develop an effective marketing plan to establish a brand identity, increase brand awareness, encourage sales, and promote the product: potato chips.
Marketing Proposal
1. Initial Outline
Over five months, I collaborated with a team of five people to develop a comprehensive marketing plan for Hartville. We conducted in-depth research, produced a series of reports, and delivered multiple quarterly presentations and conferences to the company's owners. Additionally, we developed creative elements and concept designs to enhance the brand's strategy.
For my portfolio, I will showcase only the marketing initiatives, strategies, and creative concept designs that I developed.
Beyond my contributions, I took the initiative to serve as the team leader, acting as the primary contact between our group and the clients.
2. Brand Strategy
In-Store Marketing Posters
Designed with the intent to provide customers access in gaining information about the Hartville brand while brushing past the chip selection.
With the vibrant colors and attention-grabbing design, the customer will remember the brand whether they choose to purchase a bag of chips at that moment or not.
3. Promotion Strategy
Local Magazine Advertisements
Ohio locals take pride in their traditional heritage, valuing community engagement and time-honored practices. With a strong reliance on traditional media consumption, magazine promotions remain an effective way to reach the target audience.
Hartville’s brand identity is deeply rooted in its local heritage and small-town charm, intentionally distancing itself from the image of a corporate giant. This magazine ad exemplifies that approach, embracing farm-like aesthetics and a community-focused appeal. Designed for a regional audience, it effectively resonates with Ohioans—particularly those in Cleveland and surrounding areas—by reinforcing a sense of locality and authenticity.
4. Branding Strategy
Potato Chip Display Stands
The company's presence in retail stores relies heavily on its relationships with store managers, often resulting in display-only advertising.
Recognizing the need for a more effective in-store display system, I designed a custom potato chip display stand to ensure consistency in branding design across all store locations.
To increase customer engagement, I incorporated branded visual elements along with QR codes linked to the company's website and social media platforms, allowing shoppers to connect with the brand digitally. Additionally, these QR codes were designed to integrate with geo-filters for a more interactive experience.
The Design
The design can be explained simply, a choice of bright red was chosen to match the brand's signature color, along with white writing for contrast, readability, and mirroring the potato chip bags. A motion-inspired visual is displayed largely on the side for obvious promotion of what the brand is selling, paired with a QR code for a side view. Finally, the shelving is marked with the three different flavors the brands offer for easy stocking and a synchronized display.
5. Mixed Media Strategy
Website Redesign
As the final proposed marketing strategy, I redesigned and enhanced the company's website to improve both user experience and visual appeal. With e-commerce accounting for 30% of its functionality, I saw the need for a more intuitive and engaging interface. This redesign serves as a foundational concept for the overall site, with additional web pages and mobile designs following a consistent and cohesive format.
Final Marketing Proposal Presentation
Media Coverage & Creative Strategy Ideas - Brand Promotion - Up Close
Final concept designs for social platforms and other desired marketing outlets based on the company's current branding image.
References
Datta, Y. “The US Potato Chip Market: A Competitive Profile.” Journal of Economics and Public Finance, vol. 6, no. 4, 27 Nov. 2020, p. p86, https://doi.org/10.22158/jepf.v6n4p86 .
Elium, M. (2018, September 19). Hartville Potato Chips; Creating a Family Legacy One Salty Bite at a Time -. Northeast Ohio Boomer. https://www.northeastohioboomer.com/featured/hartville-potato-chips-creating-a-family-legacy-one-salty-bite-at-a-time/
Hartville Potato Chips | Snack Food Manufacturer | 1064 Grant Street, Akron, OH, USA. (nd). My Site. https://www.hartvillepotatochips.com/
Hartville Potato Chips, Regular. (nd). Ashery Country Store. Retrieved September 27, 2023, from https://www.asherycountrystore.com/shop/snacks/chips/hartville-potato-chips-regular/
Kettle Chips & Tyrrells Case Study: Effectively Marketing Authentic Potato Chips. MarketLine, 1 Apr. 2008.
(“Hartville Potato Chips | Snack Food Manufacturer | 1064 Grant Street, Akron, OH, USA”)