Have a break and find out how a Grimsby business is delivering KitKat's £1m campaign
By Grimsby Telegraph | Posted: 21 Mar 2017
GRIMSBY digitial print expertise is delivering a major personalisation campaign for KitKat.
Europarc-based Ultimate Digital has worked with Nestlé to make the magic happen in a £1 million promotional campaign.
Launched last month, consumers have been entering online using wrapper codes. Lucky winners have then uploaded photographs and personalised “Break Messages” to produce their own unique wrapper.
Chris Tonge, executive director at Ultimate Group, said: “It’s fantastic to be involved in such a high profile digital personalisation project for such an iconic Nestlé brand.
“Now the first personalised packs are starting to arrive with customers, I am sure the social media campaign on Facebook, Twitter and YouTube etc will really start to gain momentum.”
The KitKats are packed after rolling off the production lines in York, and each is posted in a special gift box.
Ultimate was involved from the initial project conception, having been recognised as a world leader in HP Indigo digital print technology. The team also delivered several other aspects of the ambitious campaign. The company’s unique bespoke web to print Smartflow system – originally developed to streamline their design to print process and rip millions of individual artworks to its digital presses – also has the capability to fully interact with front-end consumer websites to deliver a complete on-line platform for digital web to print campaigns.
Mr Tonge said there were some challenges to overcome, initially to supply a digitally printed film that would pack really fast down a normal production line. It had to incorporate both a release lacquer and cold seal to replicate conventionally printed KitKat film.
“After a couple of trials this was achieved and the design is being digitally printed using a four colour process and white,” Mr Tonge said, adding: “We can use either of our HP Indigo presses to achieve the Nestlé standard.”
The personalised packs are printed in weekly batches of around 7,000 to 8,000 packs and each one has a unique barcode and identification code generated from Smartflow. The printed reels from Ultimate Digital are then delivered back to Nestlé for packing. They are then returned back to Grimsby for the individual packing and dispatch process.
Nestlé confectionery’s business unit head for KitKat and biscuits, Haseeb Rahman, said: “This promotion taps in to the current trend for personalisation, giving consumers the chance to win a personalised four finger pack for themselves or to give to a friend or loved one.”
TECHNICAL ROLE: Images being processed at Ultimate Digital in Grimsby.
More than 56,000 unique personalised packs will be on offer in the promotion.
Stephanie Scales, brand manager for KitKat and biscuits, said: “It has been really great working with the Ultimate Digital team. It was clear from the start that they were experts in digital print and Smartflow and their in-house packing and distribution capability has helped Nestlé deliver probably the most complicated campaign we have attempted. The up-take by customers to personalise their packs and activity on social media has been excellent but now it should start to really happen.”
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