St Mary’s has an attention-grabbing new look and feel. The Caribbean snack portfolio transitions to its next phase which comprises of a new logo and refreshed packaging that features a representation of its plant-based ingredients; a nod to the goodness of their tropical-based raw materials.
St Mary’s takes consumers to ‘where good things happen’. The new tagline is aimed at teleporting the feelings and emotions for consumers to wherever they are most happy.
The logo gives a lighthearted appeal with elements of nature – sun, soil and seed – that are critical to the production of St Mary’s fresh produce and snacks. The new campaign, which will roll-out in traditional and non-traditional media, seeks to broaden the conversation around the brand, widening the perspective to speak to more than just bananas and banana chips.
“The sun represents a critical component of the JP brand, the element that our raw materials draw their energy from. The soil and seed elements represent our beginnings, wholesome food from the earth. The banana leaf represents St. Mary’s journey and growth,” said Erin Mitchell, St Mary’s marketing manager.
“The changing landscape brought on by the pandemic has presented each of us with a new challenge…staying positive during the toughest of situations.”
JP Chief Commercial Officer Maya Johnston
Delving further into the inspiration behind the timing for this brand refresh, JP Chief Commercial Officer Maya Johnston said: “The changing landscape brought on by the pandemic has presented each of us with a new challenge…staying positive during the toughest of situations. For us, ‘where good things happen’ is about transporting our consumers to a place where they feel good about life, a place that is open to the consumer’s interpretation and imagination.”
Consumers can expect to see the refreshed packaging hitting the shelves in the coming weeks, with St Mary’s introducing a 42-gram banana chips, and its newly packaged 40-gram plantain chips, both retailing at $99. St Mary’s snacks are gluten free, trans-fat free and cholesterol free.
St Mary’s, a subsidiary of Jamaica Producers Group, continues to develop a strong tropical snack and produce brand with fresh fruits from the farm in St Mary which includes ripe bananas, green bananas, plantain and pineapples, to snacks — banana, plantain, cassava and breadfruit chips. The company has prided itself on an active focus on innovation and bringing more excitement, flavour and diversity to its snack brands.
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