Digital printing brings a consumer’s voice to packaging. Here is one example how it can be done
Finland’s leading ready-to-eat food company, Saarioinen, launched soup packaging just before Valentine’s Day, for consumers to share their own messages. An online platform combined with digital printing, opened up exciting new opportunities for the packaging.
As result of COVID-19, many consumers are switching their canteen lunches to ready meals at home. Saarioinen and PackageMedia, who specialise in packaging and digital printing and is part of the Pyroll Group, brought a personal touch to everyday life which has become overshadowed by the pandemic. PackageMedia built an online platform for Saarioinen on which more than 400 Valentine’s Day greetings, including the name and the city of the writer, were written. The greetings and the writer’s name and location were digitally printed on Saarioinen’s soup packaging, and the packages were delivered to stores all over Finland.
“Digitalisation in the packaging industry is much more than just printing. It can be used to combine the digital and physical worlds in everyday packaging, and is often used in the game industry”, says Mauri Reinilä, CEO of PackageMedia. “Through digitalisation, we are able to harness the full potential of physical packaging more efficiently. In this industrial scale implementation, we effectively utilised Pyroll Group’s strong packaging expertise.”
When packaging is utilised in versatile ways, it can also be beneficial for the environment. For example, combining a lottery or other campaign with the packaging can reduce the use of other marketing materials or campaigns, thereby resulting in environmental benefits of reduced media use. In some instances, packaging can also turn into a collector’s item, in which case it does not end up being recycled after its first task.
Saarioinen became interested in exploring new technology that allows consumers’ voices to be seen and heard through their products. “Packaging is seen in Saarioinen as a very important marketing channel, and we are interested in continuing to use it in the future. The Valentine’s Day campaign was a nice way to bring consumers into the journey, as part of the packaging, and provided a way to brighten up people’s day during February,” says Tiia Rita, Marketing Manager at Saarioinen.
“MetsäBoard Classic FBB was chosen as the packaging material for many reasons. It is one of the best paperboards on the market in terms of both appearance and functionality, and it is also a food-safe grade. Good, responsible and easily recyclable board strengthens the brand,” says Reinilä.