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Using an HP PageWide T1170 Press, Melinda worked with corrugated packaging converter Ghelfi Ondulati to print 1000 farmers’ photos, each with a personal message, on 3.2 million carry-home apple boxes.
The objective of the campaign was to reinforce the brand image of quality apples through the story of quality farmers. The campaign concept called for photos of Melinda’s many farmers, together with a personal quote, to be printed on the smaller, take-home sized boxes. Before embarking on the project, Melinda validated the concept through a neuro-engagement study, which showed that fruit boxes featuring photos of people’s faces attracted more attention, handling, and purchases that boxes without the photos.
“Transparency is essential. We want to enable consumers to look at the face of the producers, to see real people selling real products. It couldn’t be models or actors,” says Andrea Fedrizzi, Marketing and Communications Manager, Melinda.
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