08 Nov 2007


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On-pack promotion uses innovative neck collar

Source : Orchard House Foods Ltd
Featuring across a range of delicious I AM Fresh smoothies – Orchard House Foods Ltd has just launched an on-pack a Try Me Free Promotion.

Running for approx. 6 weeks in major multiples and other stockists, activity is communicated via a unique Protag Neck Collar produced by Innovative labels & packaging specialist Leading Edge. In its first week, the I AM Fresh Try Me Free activity has already seen significant uplift in sales.

Protag Neck Collars are a unique concept which are roll-fed promotional collars that can be applied at high-speeds utilising automatic application machinery.

For this activity Leading Edge specifically created a saddle style Protag to work with I AM Fresh’s existing packaging.

Traditionally, application of neck collars is implemented by hand which can be costly to any high speed production line however; as application of Protag Neck Collars can be automated (an average of 400 collars can be applied to product every minute) cost savings can be made (as labour costs can be removed) in addition, production line output can also be maintained thus in this instance Orchard House’s production lines are not affected in any way with introduction of on-pack activity.

Daniel Thiem – Marketing Manager Orchard House comments:
”I AM Fresh is one of the very few 100% fresh smoothie brands available† .

"We identified that once sampled, consumers appreciate the delicious, fruity taste of I AM Fresh and can understand the benefits of not pasteurising or heat treating of smoothies or using artificial colours, preservatives.

To encourage trial, the obvious and cost effective mechanic was a Try Me FREE.

Working closely with Leading Edge Labels & Packaging they not only created a new style of Protag for Orchard House Ltd, but also produced artwork and managed promotional insurance to provide the complete solution for this on-pack activity.

In addition, Leading Edge also co-ordinated activity trials, hire and installation of equipment for Protag mechanic ensuring that implementation of activity did not cause any disruption to our production.”

The Try Me FREE activity is featuring across 3 lines of I AM Fresh: Pear, Apple & Kiwi (45% pear, 30% apple, 25% kiwi); Apple, Mango & Lime (58% apple, 40% mango, 2% lime); Apple, Red Grape & Pomegranate (41% apple, 41% red grape, 18% pomegranate)

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