Grab It: Chicken On A Stick

by Chloe Gordon on 03/31/2021 | 4 Minute Read

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There's something about food on a stick. It brings out your inner kid at heart and makes eating, well, fun. If you think about it, most foods at the fair come fastened to a stick. The only problem with those foods is that they're usually also the healthiest option. And that's where Tyson Foods' chicken on a stick, Grab It, comes in.

These healthy and convenient snacks are the perfect way to infuse a little joy into your average day. Pearlfisher has redesigned the brand to make the packaging match these feelings. The pouches are bright, happy, and striking. With different colors to match the multiple flavors, the green packaging goes with the Mango Habanero, and the orange is for the Vindaloo. The packaging is also covered in witty copy that explores how you can have healthy snacks filled with flavor even when you don't have a lot of time.


Pearlfisher has redesigned Tyson Foods’ chicken on a stick range, Grab It, to attract a wider audience and  bring a modern, convenient and tasty approach to healthy snacking on the go. 

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“With healthy and free-from alternatives driving the industry, Grab It’s high-protein and convenient offer is ideal  for today’s foodie but health conscious consumers. In a very competitive market, our question to ourselves was  how could we create an interesting space in the industry and bring a little something different to snack time?  This led to a core positioning and single-minded creative idea that great health, convenience and, especially,  flavour shouldn’t be out of reach. People need to ‘just grab it and go’. This informed the changing of the brand  name, dropping the ‘s’ to change it from ‘Grabits’ to ‘Grab It’, a snappy and emphatic call to action that reflects  the nature of the brand and inspires people to take a more positive approach to their food choices with the  option to grab a healthy snack in one bite,” said Kristoffer Fink Parup, Head of Strategy.  

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Tyson Foods, Inc is one of the world’s largest food companies and a recognised leader in protein. The Grab It  chicken on a stick range already boasts a range of evolving inventive and inspired flavours – such as Vindaloo  and Habanero Mango. Preparing for re-launch with new recipes, punchier flavours and extended product shelf life, Tyson approached Pearlfisher to modernise and elevate its hand-held healthy snacking brand. 

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Editorial photograph

Bruno Villena, Associate Marketing Director, Tyson Foods Europe, responded, “Pearlfisher has created a  purposeful new positioning for us that is also immensely foodie and full of pleasure. The brand is now affirming  and leaves nobody in any doubt about the nature, quality and convenience of our offer as we continue to create  and deliver fun-filled and healthy snacking moments on the go.” 

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The new look Grab It ranges will be on shelf across the UK from April 2021, available in key retailers including  Nisa and The Range, and online via new website go-grabit.co.uk

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Discussing how this translates into the new design, Design Director, Sam Lachlan, explained, “First and  foremost we wanted to visualise our key message and make it both active and endlessly versatile. The logo is  now hands-on, with a hand proudly grabbing a sign that can display a range of brand mantras while giving a  big thumbs up. The typography is inspired by the more informal and inviting signage of a bustling street food  scene, communicating the product benefit and messaging in a fun and fluid way to illustrate the endless  benefits and grab the attention: “If you need some spice in your life right now, Grab It.”  

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Editorial photograph

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