Page 50 - Packaging News Magazine July-Aug 2020

W
50
DIGITAL PRINTING | SPONSORED www.packagingnews.com.au | July-August 2020
We provide our customers with an agility in their marketing that they may not have been used to in the past.”
— Steve Matthews, Wrapt
Food and beverage producers of all sizes can make major gains by viewing their labels as part of their marketing function, according to Steve Matthews from leading label printer Wrapt.
Leveraging the label
HEN bespoke brewery Emerson’s won the award for Best Packaging at the Brewers Guild of NZ Awards it was the cream on the cake of a rebrand project that had seen significant sales growth, and validation of the relationship with innovative
label supplier Wrapt Labels.
Greg Menzies from bespoke brew-
ery Emerson’s says, “We are stoked with the result.”
In crowded markets the ability to convey a clear message is key to a brand’s shelf appeal, and to the con- sumer’s purchase decision. In seven years, New Zealand label printer Wrapt has journeyed from start-up company to market-leading operation, largely on the basis of talking to food and beverage producers about how the label can be used as a highly effective marketing tool, and working with them to create a label strategy that does that, as in the case of Emerson’s.
Wrapt works with customers of all sizes, splitting them into three broad categories: the start-ups, the semi- established, and the established brands. Each has specific needs, and for each Wrapt has specific solutions, whether for the local honey producer
or the multinational brand owner. Steve Matthews, managing director of Wrapt says, “We work closely with customers who appreciate our inno- vative approach. Whatever size and shape the customer, they are all look- ing for the same result, which is cus- tomer appeal and purchase decisions.
The label is key to this.”
INNOVATION FIRST
From the day the business started the approach from Wrapt was not to tell customers what they could and couldn’t have, as is often the tradi- tional approach, but to listen to what customers wanted, and then think about how that could be provided – and how Wrapt could innovate to the benefit of its customers.
Matthews says, “We provide our customers with an agility in their
marketing that they may not have been used to in the past. They may want to ride along with an event or an occurrence – a rugby final, Easter, Christmas or the like – which we can provide for them, by way of a limited edition label, in a cost effective way.”
When it comes to printing power, Wrapt is fully equipped with the lat- est HP Indigo technology. Matthews says, “Everyone knows the quality from HP Indigo is unbeatable, so we have two of those presses, a narrow web and wide web. We print self- adhesive labels and flexible packag- ing, and we can complete run lengths of 50 meters to 5000 metres and above.
“We have some real power under the hood. We use HP Mosaic software, for instance, that can produce a dif- ferent image from the same design ele- ments for every label printed.
The two digital HP Indigo presses give Wrapt the ability to produce short, medium and long run jobs. Matthews says, “Customers appreci- ate being able to stay with us.”
FLEXIBLE APPROACH
The flexibility that Wrapt offers its customers also applies to its approach