PKG Brings More Fun To The Fair

                       PKG Brings More Fun To The Fair

Agency refreshes America's #1 Corn Dog—State Fair® Brand

PR Newswire

CHICAGO, Jan. 31, 2013

CHICAGO, Jan. 31, 2013 /PRNewswire/ --PKG announces a brand and packaging
refresh for Hillshire Brands Company's State Fair® Brand Corn Dogs. America's
#1 Corn Dog has a new look in 2013.


Sharpening Brand Equity and Differentiation
The new-look packaging undertook two large tasks: evolve the packaging to
showcase State Fair® Brand's playfulness while creating more differentiation
between flavors and forms.

Engaging with Shoppers to Amplify Results
600 shoppers identified their likes and dislikes on current packaging, and
helped to steer the development of new concepts. Consumer engagement
throughout the creative process yielded three concepts consumers liked as
much—or better than—current packaging.

Setting Off "Fireworks"
The brand's iconic blue remains a centerpiece, as does a modified brand
mark—brightened by evocative "nighttime at the state fair" fireworks. A
cleaner handwritten typeface, new appetite-inducing product photography and a
re-imagined, re-structured flavor ribbon all work together to help shoppers
find the right product.

By working with existing equities and sharpening those that could be working
harder, PKG developed new packaging for the State Fair® Brand that tells a
more compelling and relevant brand story.

About PKG
PKG creates branding and packaging that help manufacturers and retailers tell
brand stories that generate conversation and drive consumer awareness, trial,
and loyalty.

Visit PKG on the web at

About Hangar 12
PKG is part of the Hangar 12 Group, three agencies that share a singular
vision—CONSUMER FIRST. It's a philosophy that means Hangar 12 fully
understands the brands we work with, leveraging consumer behavior and brand
perspective to guide the brand solutions we create. Hangar 12 includes Pivot,
a strategic innovation and brand strategy agency, and TWO/TEN, a digital and
promotional consumer activation agency. Together, the three agencies offer an
adaptive marketing practice that enables client partners to maximize budgets
and take advantage of marketing efficiencies.

Visit The Hangar 12 Group on the web at

Contact: Liz Schwartz,
         Vice President
         +1 312 870 9163


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