Iconic London retailer Fortnum & Mason has used Fujifilm to help it deliver a promotion for luxury hot chocolate at its flagship store in Piccadilly.
Fortnum & Mason required a bespoke short run of ultra-high quality printed metal tins in which to present its range of luxury hot chocolate. William Say & Co – London’s last remaining independent canmaker, and Fortnum and Mason’s canmaker of choice – was tasked with the project.
In keeping with the Fortnum & Mason brand, matching the colour precisely and achieving an extremely high-quality finish was vital, but the major challenge William Say & Co faced was finding a way to do this over a very short run. The company spoke with a range of specialist metal decoration service providers, but as all used traditional offset printing processes. The high set up costs involved meant that none were able to offer the ultra-short run of printed metal sheets William Say & Co required to create the tins.
This led it to turn to Fujifilm for a viable option to produce tins. Through the relationship built up by sister company P Wilkinson Containers, which for more than four decades has provided cans and plastics tubs to Fujifilm for its inks, a demo Acuity B1 inkjet press at Fujifilm’s Broadstairs facility was used to digitally print the short run of metal sheets required.
William Say & Co manufactured the tins using solar power at its Bermondsey factory. At Fortnum & Mason, the large promotional tins created an impactful Christmas display.
Stuart Wilkinson, marketing and sales director at William Say & Co, commented, ‘We’ve had a long running relationship with Fortnum & Mason spanning two decades, supplying them with tins for their luxury hot chocolate, amongst other products.
‘With this project, we’ve combined both heritage and innovation as these large promotional tins, which stand at 50cm tall, are the first in the UK to utilise Fujifilm’s breakthrough digital printing technology. And to be able to create these within such a short timeframe opens up a whole host of new creative possibilities for canmakers.’
Kevin Jenner, business manager, commercial at Fujifilm Speciality Ink Systems, added, ‘William Say & Co and Fortnum & Mason are both iconic London brands, rich in heritage. We’re delighted to be able to unite them with the aid of Fujifilm’s digital inkjet technology. Thanks to Fujifilm’s extensive R&D and nearly two decades of pioneering inkjet technology in the graphic arts industry, Fujifilm is in an unrivalled position to offer canmakers and metal decoration printers the means to stay ahead of market trends towards bespoke short runs of high -end work.’
He continued, ‘The Acuity B1 provides the enabling technology for metal decoration printers to add tremendous value to their clients’ businesses as well as enhancing their own credibility and reputation. Moreover, this partnership demonstrates the commercial benefits and value that digital print can offer the canmaking industry and how companies within the sector can stay competitive.’
