FDBusiness.com

Waitrose will surprise this holiday season its customer with personalised cool bags when purchasing the store’s Turkey Breast Parcel.

The unique designs were printed by Ultimate Digital using the variable data workflow on their HP Indigo 20000 wide web digital press.

This project is part of a much larger personalisation campaign introduced by the Waitrose marketing and social media team to surprise and delight their customers.

Chris Tonge, executive director, Ultimate Group, said: “We were delighted when Waitrose agreed to run with this project to demonstrate both the superb print quality and variable data capabilities of our wide web HP Indigo digital press. The Waitrose cool bag was designed to use the full 760mm width of the press and each individual named image was also store coded to allow Waitrose to distribute the finished bags to 280 stores.”

Karen Graley, packaging and reprographics manager, Waitrose, added: “The personalised cool bags look superb, Ultimate Digital have really excelled and clearly demonstrated how digital print can be used in a totally different way by Waitrose. We were looking for a way to give our customers something extra to talk about this Christmas and to make them feel special.

“With Ultimate Digital we are already developing further projects for 2016 using this new digital technology. Personalisation, customisation, regionalisation and totally unique packaging all are now possible.”

Waitrose, established in 1904, is a chain of British supermarkets, which forms the food retail division of Britain’s largest employee-owned retailer, the John Lewis Partnership. Today, the company ownes 344 branches across the United Kingdom, including 30 “little Waitrose” convenience stores, and a 5.1% share of the market, making it the sixth-largest grocery retailer in the UK.