To our loyal fans, we offer a long-overdue apology: It’s been more than four years since we last posted. (Can you believe how time flies?!) moving forward, we promise frequent posts about a campaign that still stops us in our tracks as we meander through the aisles of America’s best grocery store. We’ve also got plans to add a bargain-watch/couponing section in the near future, so be sure to keep an eye out for that.
So for this first post back after a long hiatus, we want to again draw attention to the box of a certain cheese-flavored cracker. (Yes, it’s worth mentioning again.) Publix calls them Cheddar Cheesy’s. We say that’s WRONG, Publix, WRONG! Where are your grammar nerds?! Where are your editorial geniuses?! Every other package we’ve seen from you is a work of art… But this one commits apostrophe abuse. The crackers don’t belong to a character named Cheddar Cheesy, do they? It’s been five years since we first posted on this topic, and still the glaring error remains. Every time we’ve shopped in the last five years, we’ve stopped by the cookie and cracker aisle, just to see if it’s fixed yet. But alas, no. Please, Publix… Fix this error!
The canned-food aisle got a makeover a few months ago. One or two cans came out at first, then all of the sudden everything was converted. And they look great.
Publix had a pretty extensive line of canned vegetables already, so this is not one of the areas where we see a lot of new products introduced with the new packaging. I think the selection has expanded a little bit, though. For example, I could be mistaken, but I believe there are more vegetables with reduced salt or no salt at all.
The packaging is consistent with the other products in this general category: a serif font for the emphasized product word combined with a traditional product shot. I appreciate that the designers picked colors corresponding to the products when selecting the colors to use on the labels. I would imagine it was a little tricky to select several distinguishable shades of green, but they pulled it off rather well. The cans are infinitely better than the previous store brand version, and in my opinion they’re now better looking than the brand names, too. And as always, the products themselves taste great and can compete nicely with the so-called real thing.
The only part of this packaging that I object to is the same thing I often object to: the word choice for the emphasized part. Notice in this picture that the middle can is labeled as “No Salt.” Lots of the vegetables have no-salt varieties now, and lots are green as well. (Different shades of green, though.) It’s hard to tell what the product is from a distance. It makes the shopper pick up the can and read it carefully to make sure it’s the desired product. In this specific case, it’s kind of hard to tell whether the can contains green beans or peas. (I think it’s peas.) The emphasis works better on the top can (“French Style”), but that’s because there’s only one vegetable that that phrase applies to: green beans. I’m sure it must be a hard decision, though, because I recognize that if the vegetable names were highlighted, a similar quandary would result. Instead of struggling to differentiate peas from beans, shoppers would have to work to identify the particular style of beans, etc. An interesting problem…
publix introduced its revamped sour cream container a long time ago. Notice the drawing—this was an early technique, and they haven’t used it lately. The serif font used for emphasis is another date indicator. This is common among the dairy products, but most of the dairy products were redesigned early.
The color band changes depending on the specific product variety: the “light” version pictured here uses a blue band, others use a green band. In theory, this is a fantastic idea. I think it would be best to carry this practice across the dairy product line in the same way, though. For example, the cottage cheeses use a similar system, though in that case a green band represents the “light” version. Seems like customers might accidentally purchase the wrong variety after assuming the colors are consistent.
Also, this container gives us another example of emphasizing the adjective rather than the noun. (See the rant about popsicles.) I don’t understand the reasoning behind this decision…
Okay, this one drives me nuts. The design is great, obviously. It follows the style of the rest of the junk food / snack food products: A carefully arranged product shot reinforces the humorous tagline beneath the image.
However, I can’t get past the name. There’s a big red apostrophe! This indicates the crackers belong to a person named Cheddar Cheesy. I don’t think that’s what they meant…I suspect they were after a standard plural form of cheesy. Standard English rules dictate the plural of cheesy is cheesies. Not cheesy’s. Now, I know apostrophe rules and plural possessives can be tricky to master, but don’t they pay people to proofread?!
Come ON, Publix, please fix this one. It makes a grammar geek like me lose sleep.