Ultimate demonstration underlines why Grimsby print specialist is at the front of the pack
WELCOME: Ultimate Group executive director Chris Tonge addresses guests within the Europarc base.
By Grimsby Telegraph | Posted: 5 Feb 2018
SOME of the leading global brands have been given the “Ultimate” experience of digital printing technology and application – in Grimsby.
Representatives from businesses in Europe, Middle East and Africa joined firms from the region and wider UK at Ultimate Group on Europarc, where bright marketing ideas are fused with packing innovation.
The multi-award winning firm delivered KitKat’s personalisation campaign, and Nestle, together with Hull’s Hider Foods, shared their stories with travelling delegates, while Chris Tonge, executive director of Ultimate, explained how he is changing the way brands are linking packaging with digital campaigns, personalisation and much more.
HP, the world leader in printing, partnered with Ultimate to host days for UK and Europe, Middle East and Africa clients, with the town team then welcoming a number of brands itself on a third day, exciting and capturing the minds as it showcased how packaging can shape and change the future for customer engagement.
Mr Tonge said: “This was something we did in conjunction with HP to promote what we are doing with digital print. I think many were amazed at where we have taken it. We have developed in to a lot more than being a printer, and have surprised a lot of people.
“Now we are on with trying to monetise it. We have been focusing on getting the products, the whole team has been looking at getting it right, now we are looking at getting the level of sales to work it.”
Ultimate has produced Smartflow, a web-based software platform to facilitate personalisation, and also welcomed Richard Askam to the site, where the company has transformed the former DWP call centre it neighboured into an outstanding exhibition and demonstration space.
Mr Askam, who went from personalising wine labels in Holton-le-Clay to supporting Coca-Cola and other major names with personalisation campaigns, told how it was a great marketing tool for any brand.
And with the amount of plastic on the shelves, it was an issue addressed too, with Mr Tonge stating how it was a theme that has been discussed at length within the business.
“There are lots of alternatives,” he said. “The important thing is that work gets properly joined up. Plastics are vital and necessary in certain areas, whereas there are other materials we can use in others. A lot of stuff will be coming out with us which is slightly different to what we have done. It is about now getting to a stage where it works for the product, the consumer and the planet.”
Demonstrations using augmented reality, with packaging that can be ‘read’ by smartphones and tablets to generate interaction, were lapped up, as the 26 delegates got involved and experimented in special demonstrations showing the possibilities.
Aofie Cameron, senior buyer at Hull’s Aunt Bessie’s, said: “There is more to digital than meets the eye, there is potential market penetration in more areas of the business with regards to mosaic, personalisation and short runs, endless opportunities.”
Mosaic is a built-in algorithm to the printing technology that ensures no two packages are the same, opening up further opportunities without the need for individual artwork creation.
Joshua Duggan, digital marketing assistant at Burgess Pet Care, based in Pollington, East Yorkshire, said that it was a “really good presentation and talk, but the best part was that it was a very interactive experience”.
Guests also had the opportunity to see the HP 2000 presses in action, completing the insight into the world of digital printing.
Mr Tonge added: “It all went very well. The Ultimate Digital workshop has opened the door to many possibilities and consumers will start to see a change within marketing strategies and packaging over the next few years.”