Page 45 - Packaging News magazine Jul-Aug 2021

July-August 2021 | www.packagingnews.com.au PACK & LABEL PRINTING
45
THE LABEL
First of all, there are the game label ‘cards’ themselves. The peel-to-reveal action and the design of the label allowed for UNO game-pairing. The label is a peel-open sandwich con- struction consisting of a peel-off cou- pon and a leave-behind layer.
The production of the label compo- nent involved both conventional flexographic and digital printing presses and then a specialised con- verting system to bring the game piece together. The latter enabled mass customisation of the cards via digital technology, allowing ele- ments 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 truly a remarkable printing exercise undertaken by MCC,” Michael Dossor, Result Group GM, tells PKN.
Using computer databases, digital print devices and highly effective software MCC created full colour game pieces for the fries scoops and drink cups with a look and feel com- parable to the highest quality print- ing. All labels supplied were trace- able to each manufactured roll and unit produced.
DATA GENERATION
Data generation for the Human Read- able Unique Codes, 2D DataMatrix and relevant artwork was created by Result Group using the company’s propriety code management tool, used for many large Australian and New Zealand promotions.
The software allowed the genera- tion of codes with a complete print- ready alphabet spread, based on the approved number character code.
The DataMatrix for the game cards was carried out using HP Indigo tech- nology 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 stor- age of a large amount of data in a rela- tively small space.
Furthermore, the Hungry Jack’s crew had 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 applica- tion, Result Group, with its partner Herma, designed and engineered servo-driven self-adhesive applica- tors for best speed and accuracy.
Label application for both the drink cups and fries scoops was via the customised Herma applicators; labels were applied in Australia and abroad. All installations were man- aged during a pandemic where over- seas travel was not an option.
“We were proud to partner with foodservice packaging innovators, Detpak, in the delivery of the UNO promotion. Their reputation as a provider of high quality, custom printed packaging solutions as well as entrepreneurial spirit to make brands shine, ensured the success- ful delivery of this high level cus- tomised and innovative project,” says Dossor.
“Detpak’s commitment to sustain- ability meant it was imperative to maximise the rate of production through existing equipment and reduce waste, thus we were able to seamlessly integrate the applicators into Detpak’s existing production lines. The integration meant less waste and more sustainable manufacturing.”
TESTING PARAMETERS
Three levels of testing were carried out at store, functional and supply chain level, with full supply chain testing conducted on completion of the label printing. The challenge, Dossor says, was overcoming the many parameters that could have affected the functionality of the label, especially with production being undertaken in two different parts of the world.
“Environmental conditions such as temperature, air pressure and humidity can affect the quality of the labels, so it was imperative that test- ing and analysis considered all these environmental variables as well as
Hungry Jack’s UNO campaign: A triumph of printing and digital technology, and an unparalleled marketing success.
the physical ones encountered in a global and domestic supply chain,” Dossor explains. “Bottom line, the effect on the label printing, shipping and application process was critical to the success of the game piece reaching the consumers’ hands.”
THE RIGHT PARTNER
Change in process is always a hard sell. Couple this with environments that simply can’t slow down, stop or loose efficiency and then add a gam- ing solution with risk into a repetitive production environment and produc- tion and technical personnel are understandably nervous.
Luke Pavan, marketing director at Hungry Jack’s, said, “Result Group have played a pivotal role in bring- ing the UNO at Hungry Jack’s cam- paign to life. The rigorous testing and problem-solving abilities to apply the UNO Game Card Panels on our Hungry Jack’s packaging has been flawless, and the final output truly showcases the quality of work. Thanks to Result Group, the collab- oration with UNO delivered a unique brand experience by having compelling packaging for custom- ers to engage with during the promotion.”
The biggest winner was packaging and printing, with this demonstra- tion of what’s possible when you inte- grate smart technologies and collabo- rate across the supply chain. ■