HP is one of the companies behind the now-famous Vegemite campaign leading up to Christmas. Jason Beckley, segment manager of labels and packaging at HP, shares the behind-the-scenes campaign process with PKN.
HP's Jason Beckley knows the importance of the 'wow factor' in packaging printing. He's a big believer in the possibilities of digital printing when it comes to customisation.
“There is no need to fear the digital age,” Beckley said at the PKN + Food & Drink Business LIVE: Disruptive Innovation Industry Forum last year.
“It's here to stay. We just need to make sure it links with reality and engages consumers.”
This has certainly been the aim of the personalised Vegemite campaign, and HP's role was to find someone who could print customised labels on about 4000 jars per day leading up to Christmas.
“We expect to print between 350,000 – 500,000 jars over a six-week period, and the team from Rawson Print Co has been instrumental in the execution,” he said.
“Traditionally, consumer products don’t do such high volumes on a daily basis, so HP needed to find an in-store product that could not only print on a self-adhesive stock but could run large volumes and be user-friendly."
Rawson has brought its print, colour management, and distribution knowledge to the table and has become an integral part of the relationship.
Taking advantage of customer demand around the Christmas buying period, the personalised Vegemite jar is designed to be an ideal stocking filler while driving foot traffic to 105 Kmart stores nationally.
The campaign has also gained traction across social media channels.
