SHELF HELP: Packaging that sells when no one’s there to explain it

Select the Use button to add a tag to the body of your email. You may also use tags in the subject of your email by copying and pasting them directly in.

{FIRST_NAME}	Adds the recipients First Name.	Use
{LAST_NAME}	Adds the recipients Last Name.	Use
{COMPANY_NAME}	Adds the Company Name.	Use
{PORTAL_NAME}	Adds the application portals name.	Use
{MEMBER_NAME}	Adds the Recipients Membership name.	Use
{SIGNATURE_OPT_IN}	Adds the Opt-in link.	Use
{SIGNATURE_OPT_OUT}	Add the opt-out link.	Use
%signature%	Adds your preferred signature block.	Use
{Event_Start_Date}	Adds the Event's Start Date.(Events Only)	Use
{Event_End_Date}	Adds the Event's End Date.(Events Only)	Use
{Event_Name}	Adds the Event's Name.(Events Only)	Use
{Event_Description}	Adds the Event's Description.(Events Only)	Use
{Online_Training_Description}	Adds the Online Training Description.(Online Training Only)	Use
{Event_Specific_Dates}	Adds the Event's specific dates.(Events Only)	Use
{member_number}	Adds the Membership Number.	Use
{MemberSince}	Adds the Member Since Date.	Use
{CONTACTEMAIL}	Adds the Contact's Email Address.	Use
{EVENT_CREDITS}	Adds the Event's Credits.(Events Only)	Use
{EVENT_CREDITS}	Adds the Event's Credits.(Events Only)	Use
{CERTIFICATE_NUMBER}	Adds the Contact's Certificate Number	Use
{EVENTLOCATION}	Adds the Event's Location.	Use
{TOTALEVENTCREDITS}	The total number of credits that the contact has earned through the event tickets and workshops.	Use
{ASAPPEARSONBADGE}	Display the text of as appears field in the event setup.	Use
{contact_organization}	Displays the organization name of the contact.	Use
{RENEWALDATE}	Adds the Member Renewal Date in (yyyy-mm-dd).	Use
{MEMBERSHIP_YEAR}	Adds the Member's Membership Year	Use
{RENEWALDATE_MM-DD-YYYY}	Adds the Member Renewal Date in (mm-dd-yyyy).	Use
{LMS_CREDIT}	The number of credits the LMS course is worth for Continuing Education	Use
{COLLECTION_PERIOD_END-DATE_YYYY_MM_DD}	The end date of the CE collection period end date	Use
{LMS_COURSE_COMPLETION_DATE}	The completion date of the LMS course	Use
{INCEPTION_DATE}	Adds the Member Inception Date in (yyyy-mm-dd).	Use
{EVENT_END-DATE_MONTH_YYYY}	Adds Event End Date in Full Month Name and Year Format.(Events Only)	Use
{EVENT_END-DATE_MONTH_YYYY_ADD3}	Adds Event End Date in Full Month Name and Year Format Plus 3 Years.(Events Only)	Use
{WORKSHOP_NAME}	Adds the workshop name (if applicable)	Use
{WORKSHOP_DESCRIPTION}	Adds the workshop description (if applicable)	Use
{WORKSHOP_CREDITS}	Adds the workshop credit for related workshop (if applicable)	Use
{TOTALWORKSHOPCREDITS}	Adds the sum of all workshop credits for related event (if applicable)	Use
{Event_Start_Date_DD-MM-YYYY}	Adds the Event's Start Date in (dd-mm-yyyy).(Events Only)	Use
{Event_End_Date_DD-MM-YYYY}	Adds the Event's End Date in (dd-mm-yyyy).(Events Only)	Use
{RENEWALDATE_DD-MM-YYYY}	Adds the Member Renewal Date in (dd-mm-yyyy).	Use
{RENEWAL_DATE_MONTH_DD_YYYY}	Adds the Member Renewal Date in (Month Dth, yyyy).	Use
{INCEPTIONDATE_DD-MM-YYYY}	Adds the Member Inception Date in (dd-mm-yyyy).	Use
{TODAYSDATE}	Adds the current date.	Use
{TODAYSYEAR}	Adds the current year.	Use
{QR_CODE}	Adds the QR Code for their contactID, name, and emailAddress	Use
{WORKSHOP_DATE}	The date of the workshop (if applicable).	Use
{WORKSHOP_START_TIME}	The start time of the workshop (if applicable).	Use
{WORKSHOP_END_TIME}	The end time of the workshop (if applicable).	Use

Français

In today’s crowded marketplace, shoppers decide in seconds. This 60-minute, example-rich session will show food and beverage producers how to transform packaging into a silent salesperson - earning attention, driving trial, and building buyer confidence.

Attendees will learn how to craft product names that sell, avoid common branding mistakes, create packaging systems that scale, and design on-pack messaging that captures interest and justifies value.

You'll leave this session with:

A naming scorecard, and quick pre-screen worksheet to stress-test potential new product names.
A brand/pack hierarchy template to align brand, product name, claim, and proof., and
A 10-point Shelf Test checklist to audit your current packaging.
Before/after examples you can borrow for structure (not copy).

Ideal for emerging and scaling food and beverage brands, this session will equip participants with actionable strategies to boost shelf appeal and retail success.

Be sure to bring a photo of your current package for a quick self-audit during the session.

Your speaker for this Webinar is FBA member Larry Burke, from Burke & Burke Design.
Larry Burke is a Canadian branding strategist and consumer package design specialist who (with his Burke & Burke team) builds brands from shelf to screen. A Certified Design Professional (CDP) with Design Professionals of Canada, he leads identity, packaging, and omnichannel rollout that drive standout shelf appeal and sales. Larry has taught at NSCAD University and Mount Saint Vincent University and presented for CPRS, IABC, and ICSC. His work has appeared in Marketing Magazine, Design EDGE, Retail Ad World, and the Web Excellence Awards. He supports VETS Canada and Souls Harbour. Larry holds a Bachelor’s in Communication Design (NSCAD).

Webinar Brought to You by Group Health.

SHELF HELP: Packaging that sells when no one’s there to explain it

November 13, 2025
Virtual
Canada

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