Page 55 - Print 21 magazine Jul-Aug 2021

Business
However, it gets more complex as the mechanics of the promotion are dissected in more detail.
Hungry Jack’s Uno makes use of a number of different complex gamification mechanisms and packaging technologies to create a fun, enticing and highly engaging experience for customers.
The label
First of all, there’s the game label cards themselves. The peel-to- reveal action, and the design of the label allow for Uno game-pairing. The label is a specially developed peel-open sandwich construction consisting of a peel-off coupon
and a leave-behind layer. The production of the label
component involves both conventional flexographic and digital printing presses and then a specialised converting system to
bring the game piece together. The latter enabled mass customisation of the cards via digital technology, allowing elements such as text and graphics to be changed from one printed card to the next, without stopping or slowing down the printing process.
“It is a remarkable printing exercise undertaken by MCC,” Michael Dossor, Result Group general manager, tells me.
Using computer databases, digital print devices and software, MCC created high-quality, full colour game pieces for the fries scoops and drinks cups, with a look and feel comparable to the highest quality printing.
All labels supplied are traceable to each manufactured roll and unit produced. That is 15 million traceable labels.
The labels were then applied by packaging converter Detpak.
Data generation
Data generation for the Human Readable Unique Codes, 2D DataMatrix and relevant artwork was created by Result Group using the company’s propriety code management tool, developed and enhanced since 2003, and used for many large Australian and New Zealand promotions.
The software allowed the generation of codes with a complete print-ready alphabet spread, based on the approved number character code.
GS1 DataMatrix for the game cards was carried out using HP Indigo technology at MCC. The compact 2D (two-dimensional barcodes) were the ideal choice, allowing for a seamless flow of standardised data throughout the supply chain, and facilitating the storage of a large amount of data in a relatively small space.
Furthermore, the Hungry Jack’s crew has the ability to scan the 2D barcodes featured on winning game labels into the POS system to verify and redeem food prizes for all instant wins at a store level, enabling fast and efficient handling, critical to a quick service restaurant (QSR) environment.
Packaging applicators
For the automation of label application, Result Group, with
its partner Herma, designed and engineered servo-driven self- adhesive applicators for best speed and accuracy, which were seamlessly integrated into Detpak’s existing production lines
“As complex as ever achieved in promotional printing in Australia.”
Label application for both the drink cups and fries scoops is via the customised Herma applicators; labels were applied in Australia and abroad. All installs were managed during a pandemic, without overseas travel.
Collaboration
Three layers of testing were carried out at store, functional, and supply chain level. Comprehensive supply chain testing was carried out once the label printing had been completed.
For print businesses looking to get ahead of the market, this kind of collaborative marketing campaign presents real opportunity. 21
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