We keep a decent stash of these jars on hand. I discovered this particular brand about a year ago, and when my husband grants approval on an easily obtainable green chile, then it becomes a household staple. I cook with them; in chili, burritos, taco meat, enchiladas, etc. He pours it straight onto anything that provides a decent surface area.
The Front
The brand logo is at the forefront of the eyeline. It appears to be written with a paint brush which brings to mind someone painting fences on the open plains. You easily read the words:
Southwestern: this is chosen to make sure that people know the chile's come from the SW United States.
Medium: for the midwest in particular this is helpful. It's not to hot but for people who like a little warmth, no worries it's got plenty of bite.
Flame Roasted: roasting always brings out the sugars of an ingredient. Flame roasting also helps with the blistering of the skin of the chile so it's easier to remove, leaving nothing behind but the juicy interior.
Green Chile: tells the consumer exactly what's inside
Made with Hatch Valley Green Chiles: this is important because Hatch Green Chiles are one of the best green chiles. Much like the loyalty people will feel towards a brand of blue jeans or laundry soap, Hatch Green Chiles have the same following.
Non GMO Logo: this continues to be heavily used in much the same way organic logos are. This might also be redundant bc I'm not sure Hatch Green Chiles can be considered Hatch Green Chiles if they've been altered with GMO.
Non GMO, Gluten Free, Vegan: These are trotted out towards the bottom left of the main logo. They are also completely useless as they don't have any bearing on this particular product.
Non-GMO: They've already established they are non-GMO.
Gluten Free: All vegetables are gluten-free, and there is no regulation as to the meaning when located anywhere but the ingredients list on the back.
Vegan: Vegan is also ridiculous. This is a vegetable with no added ingredients. So, unless we're counting the jackrabbits beheaded by the combine used to tear out the plants once the chiles have been picked, I'm worried about anyone thinking this could not be automatically vegan.
The Side
This is where the bulk of the copywriter's skill shows up. Four long sentences are written and filled with powerfully descriptive words. They've also included an image of burritos cut in half to show the ingredients.
Keywords
Quantifiable
These words are chosen to tell the consumer how brilliant they are for choosing this particular product.
Award-winning, popular, flavorful condiment, premium cooking ingredient
Quality
These words are used to tell the consumer how much care was put into producing this product.
Hand-picked, highest quality, roast, open-flame, pack in glass jars, quality, texture
Versatility
These words are chosen to show the consumer how many different ways this product can be used in order to connect them to the consumer's wallet.
Delicious chip dip, use in any recipe calling for green chiles, topping a burger, pizza, hot dog, your favorite Mexican dish, and just about anything
Considering some of the impressive lengths we've seen marketing copywriters go to in order to tug on particular consumer emotions, this product is fairly tame. I'm not sure how useful the text on the side of the container is, the text is fairly small and cramped, making it difficult to visually scan quickly. I can't imagine too many people are taking the time to read all those carefully chosen words.
I sure didn't.
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