Oberto Brands, a national leader in the meat snacks category, uveiled updates to its popular 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 moniker—along with new packaging that is targeted at active consumers and boasts Oberto's new mantra to "Eat Excellent. Be Excellent." Taking pride in its premium, All Natural jerky, Oberto's brand refresh speaks to today's health-conscious consumers who are seeking better-for-you snacks to fuel their active lifestyles.
"The branding and packaging shift on our core jerky line is a significant step for Oberto," says Greg Yahn, vpt 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 simply reads "Oberto" in black text, accented by the long-standing 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.
Fueled by brands like Oberto, jerky has recently captured the snacking spotlight as a protein-rich food option that keeps people going and helps minds and bodies perform at their best. Since switching its core jerky line to an all-natural recipe made with simple, wholesome ingredients, Oberto's sales are up nearly 50 percent, and the company is in the process of adding a manufacturing facility in Nashville to keep up with demand. The new plant joins Oberto's existing Seattle-area facility, ensuring that all Oberto products are proudly made in the U.S.A. under high-quality standards. In fact, in March 2013, Oberto was named the number-one tasting jerky by a leading consumer magazine.
"For a long time, mass market jerky was largely seen as an unsophisticated junk food, but not anymore," comments 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."
Oberto's popular jerky is made of simple, all natural ingredients and seasoned and smoked to perfection. 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.
The revamped logo and packaging was designed by Hanson Dodge, a boutique Midwestern creative agency that has a successful track record designing for active brands such as Trek and Wilson. The packaging rolls out to shelves this month and will be seen nationwide by the end of the year. The new logo and packaging apply only to Oberto's All Natural Jerky line; Oberto Classics (Thin Style Beef Jerky, Cocktail Pep, Smok-a-RoniTM 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.