George Foreman Projects

Grill Size Nomenclature Project

As a Product Marketing Intern at Spectrum Brands, I was tasked with exploring new ways to classify and communicate the different grill sizes the George Foreman brand offers. I conducted thorough research to develop my own solution to how George Foreman could create clearer, more effective messaging. My solution was ultimately implemented on both existing, and new products.

Background


The George Foreman team had decided that the grill size classifications did not effectively communicate the actual sizes of the product. The sizes were classified only by the number of servings that could be cooked at a time. For example, grills could range in size from 2–15 servings.


We found that serving sizes were somewhat difficult to understand. A four serving grill, for example, could only fit two standard hamburger patties or chicken breasts. For this reason, I researched how other brands classify and communicate the different sizes of their products to create my own solution.

research


To identify new ways to communicate our grill sizes, I went on multiple store walks and conducted thorough competitive research. Not only did I look into other kitchen appliance brands, I also looked at brands in a variety of categories, including food, electronics, and personal care, to see how those brands communicate the sizes of their products.


I decided that the George Foreman brand should implement new nomenclature on its packaging and follow a call-out hierarchy to communicate grill sizes. I identified several nomenclature solutions and tested them all with surveys and A/B testing. With those insights, I finalized my recommendation and presented it to our Product Marketing, Creative, and Brand teams.

SOLUTION


I recommended that we create a call-out hierarchy for how we would communicate the new gill size classifications. The three tiers of the hierarchy are:


  1. New Sizing Group Nomenclature
  2. Grill Plate Surface Area (in square inches)
  3. Number of Servings


The results of my surveys and A/B testing found that most people responded to and understood surface area more than a number of servings. However, to maintain consistency with previous brand materials, I kept the number of servings at the bottom of the hierarchy.

New SIZE classifications


The new nomenclature I recommended was inspired by the idea that cooking and grilling out brings people together. Whether you're cooking for yourself, your household, or for a large group gathering, George Foreman has the perfect grill for you. The three new names of the sizing groups had the most positive feedback in the surveys and A/B testing. Each grill would fall into one of these three categories:

INDIVIDUAL SIZE

36 square inches

2 servings

FAMILY SIZE

60–100 square inches

4–6 servings

PARTY SIZE

120–240 square inches

8–15 servings

IMPLEMENTATION


The George Foreman team decided to move forward with my recommendation on how to call-out grill sizes. I then collaborated with our Creative teams in designing the new packaging. The following images are of the final design and what can now be found on-shelf and online.