Chicago Town Pizza

If you ever want a great example of how to distil your key product information and get to the nuts and bolts of features, benefits and USP, go and buy a frozen pizza.

Chicago Town pizza boxes are an amazing example of what you need - no more, no less.

The front says: "Quick, Easy and Fully Loaded - and a picture of a pizza oozing with sauce and cheese. The main reasons we eat microwave pizza is because it's quick and easy - so that makes sense - but the tagline also captures a key differentiator - because you never feel shortchanged with toppings on this particular brand.

The side of the box has a picture of a pizza with three arrows pointing to the 3 reasons you should love this brand - 1) The crust - "We raise it high so we can load it to the max" 2) The cheese - "Melty, stretchy and full-on flavour" 3) The topping - "Piled high with mouthwatering mini pepperoni and creamy mozzarella cheese"

It also has a box which talks about the the Chicago Town mission and really makes the consumer understand the ethos - referencing the Chicago pizza scene which inspires everything they do. Its no longer just a package to keep food safe - its now elevated into a way of transferring key brand messaging. It makes the experience feel authentic - even though you are just about to put this pizza into the microwave probably somewhere very far from Chicago.

The back has your nutritional information, calories, allergy information and cooking instructions.

They even made space for a QR code for loyalty benefits and referral benefits - and, of course, the social media handles.

It is really a masterclass in conveying all the right information, in a memorable and yet concise way.

Just like the pizzas - it is just enough to satisfy a craving ... yet leaves you wanting more.