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Personalized apple packaging

Melinda, an Italian consortium of 4,000 apple farmers, has leveraged digital print technology to engage with its farmers with a new personalized marketing campaign.

1,000 personalized apple boxes from Melinda Apples in Italy.
1,000 personalized apple boxes from Melinda Apples in Italy.

Using an HP PageWide T1170 Press, Melinda worked with corrugated packaging converter Ghelfi Ondulati to print 1000 farmers’ photos, each with a personal message, on 3.2 million carry-home apple boxes.

The objective of the campaign was to reinforce the brand image of quality apples through the story of quality farmers. The campaign concept called for photos of Melinda’s many farmers, together with a personal quote, to be printed on the smaller, take-home sized boxes. Before embarking on the project, Melinda validated the concept through a neuro-engagement study, which showed that fruit boxes featuring photos of people’s faces attracted more attention, handling, and purchases that boxes without the photos.

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