Qualvis creates digitally printed packs for Border Biscuits’ Ed Sheeran marketing initiative

Qualvis Print & Packaging has worked with UK food manufacturer Border Biscuits to produce personalized, digitally printed packaging for its Dark Chocolate Gingers product to coincide with their 30th anniversary, and which were sent to music star Ed Sheeran.

The packs included the message, ‘From one Number 1 to another’

Border wanted to celebrate the 30th anniversary of their Dark Chocolate Gingers by sending flame-haired Sheeran unique packs of the biscuits to match his hair color ahead of his recent concerts in Glasgow. The packs included the message, ‘From one Number 1 to another’. The packs were delivered by Border’s mascot, Ginger George, to Sheeran’s dressing room at the SSE Hydro.

The packs were developed and artworked in the new Qualvis Innovations Studio, and then printed on its digital offering – a two million GBP (2.6 million USD) dual digital packaging line investment, recently installed at Qualvis’ Leicester site and featuring a Xerox iGen 4 sheet-fed digital printer side-by-side with an iGen5 automated line.

Qualvis creative director Richard Pacey said: ‘As a longstanding customer, we had previously pitched the marketing potential of our digital print capability to Border Biscuits in an innovation session earlier in the year. It then approached us to come up with the artwork concept for the Ed Sheeran marketing initiative.

‘As time was tight, we managed to turn around the concept artwork in a day; once the preferred concept was selected, we finalized the formal copy on the pack, digitally printed a short run and couriered the finished packs to Borders Biscuits in advance of its deadline. The whole project from concept ideation in our innovation studio to delivery of the final packaging took less than five days.’

Lesley Ann Gray, brand and innovation director at Border Biscuits, commented: ‘The team at Qualvis responded fantastically, quickly arriving at an artwork solution and digitally printing the packs in time for the concerts.’

Pacey added: ‘Our work for Border Biscuits is exactly where digital can create added-value – feeding demand for short-run work and providing our customers with the opportunity of variable personalized printing, prototyping and market testing with the added advantage of quick turnaround. This combined with our graphic and branding capability in the studio delivers a formidable offering.’

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