The Challenge

Lowes Foods, a grocery chain headquartered in Winston-Salem, NC, with locations across North Carolina, South Carolina, and Virginia, sought to refresh their private label packaging in 2015 to align with their focus on local, wholesome ingredients. Their dated packaging didn’t reflect the brand’s commitment to quality and local sourcing. Tasked with reimagining packaging for over 1500 SKUs across all center store categories, Wildfire designed the Lowes Foods Brown Bag label, capturing the feel of buying from a farmers market with an emphasis on natural, reliable foods. This consistent yet adaptable packaging system, compliant with FDA guidelines, revolutionized the in-store experience. With the new design in place, Brown Bag private label products began significantly outperforming national brands. In the first year, frozen pizza sales surged by 98%, while national brands dropped 2.6%. Pasta sauce sales grew by 44%, with similar results across other categories as the new packaging rolled out. Wildfire and Lowes Foods continue to expand the Brown Bag line, with premium labels and sub-brands driving continued growth.

Campaign Components