Produced by packaging firm Benson Group, the contest challenges packaging students to create a constructively striking updated package for the product. The winning design must help increase shelf presence, increase customer engagement and fit in with the Butterkist brand image.
The structural requirements designate a container that holds three to six sachets of popcorn. Further, the carton decoration must incorporate one of the three flavors in the line.
Food product trend
According to the National Association for the Specialty Food Trade, gourmet popcorn is one of this year’s most popular food trends. For that reason, Butterkist Brand Manager Helena Blincow said, the packaging must stand out from the crowd.
“We are looking to today’s design students to bring something different to the world of popcorn,” she said. “I am looking forward to seeing what new and innovative packaging concepts our young designers can create.”
Contest requirements
To be eligible, contest entrants must be enrolled at a college or university, either in the UK or abroad, and register at www.bensongroup.co.uk before November 1. The winner will receive £250 (about $400 USD), a week working at Benson Group’s Bardon studio, and a tour of the Butterkist facility in Pontefract.
Nikki Clark, marketing manager for Benson Group, said that while cartonboard must be the primary material, students should feel free to get creative with other materials and structural elements.
“Designers can incorporate plastic window film if desired, and their new and exciting design could offer consumers a way to transform the carton into a sharing pack,” she said.
Benson Group is offering cartonboard and sachets for mockups at no charge to entrants. For materials and guidelines, email Nikki.Clark@bensongroup.co.uk.