Melinda exploits the potential of packaging for a new marketing campaign

In its original and innovative new marketing campaign, the Italy-based Melinda consortium has chosen to print the faces of 1,000 growers on 3.2 million packs of apples, each with a personal message.

To do this it teamed up with corrugated packaging converter Ghelfi Ondulati, which used an HP PageWide T1170 printing system with pure HP food-compliant water-based inks to print the images. The system uses variable data processing (VDP) to modify elements such as text, graphics and images from one printed item to another without slowing down or interrupting the printing process. The information is taken from an external database or files.

In the near future, Melinda plans to expand to project to include other growers and is working on a mini website where it will publish short videos and backstage photos with interviews made during work in the fields, a kind of direct line between producers and consumers.

Image Credits: Ghelfi Ondulati