Oberto Debuts New Logo, Packaging, Branding for Jerky Line

Published in CSP Daily News

Drops "Oh Boy!" on "All Natural" products; "Classics" to retain traditional tagline

SEATTLE -- Oberto Brands has unveiled updates to its Oh Boy! Oberto All Natural Jerky line, marking the largest brand overhaul in the company's 95-year history. Spearheading the rebrand is a refreshed logo--"Oh Boy!" is being removed from the name--along with new packaging that is targeted at active consumers and features Oberto's new mantra to "Eat Excellent. Be Excellent."

The packaging rolls out to shelves this month and will be seen nationwide by the end of the year.

Oberto's brand refresh speaks to today's health-conscious consumers who are seeking better-for-you snacks to fuel their active lifestyles, the company said.

"The branding and packaging shift on our core jerky line is a significant step for Oberto," said Greg Yahn, vice president of marketing for Oberto Brands. "The change began in 2012 when we overhauled our jerky recipe to be 'all natural.' Now, the new packaging and positioning further solidifies Oberto's brand evolution: Oberto offers great tasting, protein snacks for active consumers who want to feel good about what they put into their bodies, so they can perform at their best."

The company has updated the jerky brand name and logo to showcase a more modern look and feel. The logo reads "Oberto" in black text, accented by the longstanding brand colors red and green. The packaging--previously dominated by all-red gloss wrapping--now features a clean, white matte bag emblazoned with a prominent stylized "O," along with the "Eat Excellent. Be Excellent" tag. The bag's oversized "O" will become a staple symbol of the brand's new identity and features black-and-white sports photography within its borders, capturing all manners of active endeavors – from running to rock climbing--that appeal to the target consumer.

Oberto said its sales are up nearly 50%, and the company is in the process of adding a manufacturing facility in Nashville, Tenn., to keep up with demand. The new plant joins Oberto's existing Seattle-area facility.

"For a long time, mass-market jerky was largely seen as an unsophisticated junk food, but not anymore," said Yahn. "We've elevated jerky and made it new and relevant for active consumers who want to get the most out of what they eat and are specifically looking for snacks to charge them up for their day."

The line is available in 2.5-oz. and 3.25-oz. bags and includes eight flavors: Original Beef Jerky; Teriyaki Beef Jerky; Peppered Beef Jerky; Spicy Sweet Beef Jerky; Hickory Beef Jerky; BBQ Pork Jerky; Teriyaki Turkey Jerky and the newly launched Bacon Jerky.

Hanson Dodge, a boutique Midwestern creative agency that has a successful track record designing for active brands such as Trek and Wilson, designed the revamped logo and packaging. The new logo and packaging apply to Oberto's All Natural Jerky line. Oberto Classics (Thin Style Beef Jerky, Cocktail Pep, Smok-a-Roni Sticks and Teriyaki Bite Size Sticks) and Oberto Meat Sticks will continue to use the existing "Oh Boy! Oberto" name, logo and packaging.

In addition to the new look, Oberto is in the planning stages for additional marketing activations that will tap athletic events and active lifestyle audiences.

Family-owned Oberto Brands, a leader in the meat snacks category, was established in Seattle in 1918 by an Italian immigrant family in pursuit of the American Dream. The Oberto family still remains an integral part of the business. Oberto Brands' products are found primarily in convenience stores, as well as on grocery aisles and club stores throughout the United States.