Ultimate Group grabs a gong with KitKat!
PERSONALISED: Chris Tonge, centre, with his award, flanked by representatives from HP's Inkspiration Awards in Lyon, France.
By Grimsby Telegraph | Posted: 23 Jun 2017
ULTIMATE Group has brought a top award home to Grimsby after the headline-grabbing tie-up with chocolate icon KitKat.
The Europarc-based print and packing specialist has won an Inkspiration Award, seeing off competition from across Europe, Middle East and Asia.
It was recognised in the flexible packaging category of print giant HP’s ceremony, after impressing judges with the personalisation project that put photographs of consumers on the wrapper fronts.
Using in-house developed Smartflow technology, and working closely with Nestle, the Ultimate entry was seen as a fine example of “pushing the boundaries of what is possible in today’s digital printing world”.
The accolade was presented in Lyon, France.
Proud executive director at Ultimate Group, Chris Tonge, said: “Our digital print expertise and unique Smartflow web to print system were combined to deliver personalised packs linked to an exciting social media campaign for an iconic Nestle chocolate brand.
“The award win highlights the progress that Ultimate Digital has made, developing digital print for a range of flexible packaging formats. The business is fully accredited to produce digitally printed, food contact packaging.
“The Ultimate Digital team are experts in the production of digitally printed, flexible packaging and the use of connected, digital technologies.”
The high-profile KitKat campaign combined in-store marketing on standard KitKat packaging with social media promotion to draw consumers to create their own personalised KitKat.
Ultimate Digital printed around 8,000 personalised chocolate bar wrappers a week during the project, with the in-house Smartflow digital workflow system connected to the HP Indigo digital presses. Ultimate Digital is the only UK packaging printer to install the HP Indigo 20000 press to provide a solution for digitally printed, flexible packaging.
The competition drew a high number of consumers with more than 56,000 packs being created. After finding a winning code inside standard KitKat packs, consumers created their personalised KitKat wrappers by adding an image and short message onto a Smartflow powered website. Smartflow was used to process the images and text, creating the artwork to print.
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