Apples: when the pack “speaks”

Original and innovative the new marketing campaign of the Italian consortium Melinda, which has chosen to “put the face” of 1,000 growers on 3.2 million packs of apples, each with a personalized message.

Campaign objective: To reinforce the image of the brand through the story of high quality farmers, involving consumers emotionally, leaving them well placed towards products able to testify, through packaging, their origins.
To do so, Melinda collaborated with the converter Ghelfi Ondulati, which used a HP PageWide T1170 printing system, using water-based food-grade inks. The system, thanks to the automatic processing of variable data (VDP), enables elements such as text, graphics and images to be changed from one printed piece to another without slowing down or interrupting the printing process, drawing information from a database or external files.
In the near future Melinda plans to expand the project by involving other farmers and is working on a mini-website featuring short videos and backstage photos with interviews carried out while working in the fields, a sort of direct link between the producer and the consumer.