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Rawson Print Co is enabling retail giant Kmart and confectionery brand Cadbury to sell personalised printed gift packs of Dairy Milk chocolate, with customers able to have their names printed on labels in-store.

Customers can purchase the blank 550-gram gift boxes in Kmart stores around the country. Using Afinia desktop digital label printers based on HP OEM inkjet technology supplied by Rawson, in conjunction with a software program customised by Rawson, store staff print labels with names of up to nine characters, which are then affixed to spaces marked out on the front of each box.

The Afinia Label L301 industrial colour label printers used in the promotion went into more than 200 Kmart stores around Australia, and have been deployed for other personalisation campaigns including Nutella and Vegemite jars.

Kmart anticipates hundreds of thousands of sales from this promotion, according to Alicia Sanz, buyer. “Christmas is such a magical time of year and we couldn’t be happier to partner with Cadbury as the exclusive national retailer stocking this affordable, personalised gift,” she said.

Rawson Print Co is one of the more innovative print businesses in the country, and was the company behind the anti-seagull packaging for Hungry Jack’s chip wrappers two years ago.

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