Page 27 - Packaging News magazine November-December 2022

Dossor said interoperability is key, with the multiple different systems needing to be able to communicate, in what is a high risk programme.
Hughson then invited the team leads up to the stage for a panel discus- sion that she moderated, which drilled down into just how the campaign was produced, some of the challenges faced and how they were overcome, and what the success of the campaign means for the future. She was joined on stage by Dossor, Adam Rowe from Detpak, Ben Testa from MCC, and Andrew Healy from TLC Asia Pacific.
Testa commented that all aspects of the project had to be optimised, the card labels themselves for instance needed food grade inks, which involves significant chemistry changes from the standard, and the base and peel off layer had to be specially adapted. Rowe said Detpak needed new equipment for what was the biggest job it had ever done, and indicated that the graphic design was both complex and challenging, partic- ularly with the amount of information, both marketing and legislative, that had to go on packs.
Hughson raised the issue of risk for all stakeholders, which brought wry smiles from the panellists, and Healy went on to describe the ways they had been able to mitigate some of them. Hughson then summed up her admira- tion for what was clearly an inspiring example of what local packaging pro- ducers could achieve.
EPAC & HEALTHY FOOD CREW
The conference then swung from the major corporate that is Hungry Jack’s to the other end of the scale, with start-up food and pet food entrepre- neurs now being serviced by ePac, the pouchmaking print service provider that is enabling small brands with small
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Above left: Jason Brown (left) MD, ePac ANZ; and Brian Nasr, CEO, Healthy Food Crew
Above: Michael Dossor from Result Group unpacks the complex Hungry Jack’s campaign.
Right: (l-r) Michael Dossor, Result; Ben Testa, MCC; with Andrew Healy, TLC; Adam Rowe, Detpak; and panel moderator Lindy Hughson, PKN & Print21
budgets to have a big brand presence. Jason Brown, managing director of ePac ANZ, was joined on stage by one of his clients, Brian Nasr, founder of Healthy Food Crew. The duo spoke about how they focused on control, freedom and opportunity to give the emerging wave of SME food, nutritional and pet food entrepreneurs the packaging they wanted, at the time they want it, in the number they want. They shared the suc- cess their clients were seeing.
Typical of these was a small coffee company, which thanks to ePac is able to produce its coffee in 250g, 500g, and 1kg bags, and in three different flavours each, so nine styles in total, with ePac producing just 500 pouches of each ini- tially. From that start the company is now booming. Without the ePac offering the company would have had to order much larger runs, potentially limiting its versions, and with the likelihood of significant waste, or just keep with sticking labels onto standard pouches.
Brown also highlighted another benefit, which is the means to seize opportunities. He used the example of Chappy Chips. The company saw strong demand for its chips from pubs,
Key
Takeouts
EPAC & HEALTHY FOOD CREW
Control: Digitally printed packaging gives control back to SME brand owners
Freedom: It enables SME brand owners to amplify their businesses
Opportunity:
It also lets SME brand owners and entrepreneurs seize opportunities
and needed to replenish stocks for the pubs quickly, with ePac able to turn around extra packaging orders in less than a week.
Both Brown and Nasr referenced Friedrich’s comments on eliminating friction points, and in fact one of the themes of the day was the way the many speakers, from many different areas, referenced each other’s comments throughout, highlighting the common energy, opportunity and focus that digi- tally printed packaging is providing.
Brown ended by saying he didn’t see his company as a packaging operation, but as a brand builder. He said SMEs were usually focused on the product, but it is often the packaging that sells the product.
LITTLE BANG BREWING CO
Following a short break for tea, the next session kicked off with Ryan Davidson, founder and director of craft beer out- fit Little Bang Brewing Co, keeping the
continued on page 30 ❯❯ NOVEMBER – DECEMBER 2022 ❙ 27
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