Kellogg’s has partnered with the HP Brands Innovation Platform and Precision Proco Group to design and digitally print special packs of Corn Flakes to mark 100 years since Kellogg’s first brought its iconic cereal to the UK.
To mark the brand’s centenary in the UK, 2022 unique Corn Flakes packs decorated with historical branding, packaging, and adverts that have been featured since 1922 have been created.
By partnering with Precision Proco and using the company’s HP Indigo 10000 digital press and SmartStream Mosaic software, Kellogg’s was able to provide a unique design for every single limited-edition box.
The 2022 limited-edition cereal packs have been gifted to Kellogg’s UK employees, as part of activities to celebrate its 100-year milestone. Following the success of the campaign, Kellogg’s claims it is keen to continue its digital printing journey across more of its products.
HP has supported the cereal company’s digital printing journey since 2020.
Steve Wardle, senior manager of design operations at Kellogg’s, said, ‘This unique milestone in Kellogg’s history was the ideal opportunity for us to demonstrate our creativity to produce a wonderful souvenir for our UK employees and to also learn even more about the power and capability of digital printing and the power of personalisation.
‘We couldn’t have brought this idea to life without the creative talent and expertise from Deldea Design, the team at Precision Proco, and the inspiration provided by HP who support brands with insights into a world of possibility with HP digital print and how to unleash it’s potential.’
Jose Gorbea, global head of brands, sustainability and innovation at HP, said, ‘Empowering brands to create memorable and engaging experiences through packaging co-creation is the result of building trust via marketing thought leadership, combined with our unique innovation services and a great partnership, such as Kellogg’s. We are just at the very beginning to this journey and I’m looking forward to what comes next.’
Dave Prezzano, HP UK managing director, said, ‘HP’s partnership with Kellogg’s is a brilliant example of how digital printing and customised packaging can bring a brand’s history to life. HP started its personalisation journey over ten years ago and since then has dug deeper into this megatrend, learning that personalisation can create a one-of-a-kind experience for consumers. I’ve loved seeing the limited-edition Corn Flakes boxes come to life, and it’s brilliant to see how HP Indigo and Kellogg’s have helped to celebrate this 100-year milestone.’
