Melinda, a consortium of 4000 Italian apple farmers, has activated a new campaign utilising digital print to market versioned apple boxes. Corrugated packaging converter Ghelfi Ondulati produced a total print run of 3.2 million boxes, featuring 1000 different photos of farmers with a personal message, on its HP PageWide T1170 press.
The objective of the campaign was to reinforce the brand image of quality apples through the story of the farmers. The concept called for photos of their many farmers, together with a personal quote, to be printed on the smaller, take-home sized boxes. Before embarking on the project, Melinda validated the concept through a study, which showed that fruit boxes featuring photos of people’s faces attracted more attention, handling and purchases.
‘Transparency is essential. We want to enable consumers to look at the face of the producers, to see real people selling real products. It couldn’t be models or actors,’ said Andrea Fedrizzi, marketing and communications manager. ‘We needed the right partner to be able to print the photos and quotes in a dynamic way on the boxes. It was obvious to us that HP technology would be the best for the job.’
Melinda plans to expand the campaign to include even more farmers, featuring as many of the remaining 3000 farmers from the consortium, who want to participate. This will be complemented by a dedicated website.
Ghelfi Ondulati, which is based in northern Italy, installed the HP PageWide T1100S in the summer of 2016 and upgraded it when the T1170 version was introduced last year.
