For Mr Kipling’s Royal Wedding cakes
The PR company for Mr Kipling’s cakes wanted to create a buzz on social media around their limited edition of cakes for the Royal Wedding. Their team approached us to print and produce a small number of personalised cartons for the aptly-named wedding range: Bridal Fancy, a Princely Pie or a Wedding Whirl. This short-run of cartons was art-worked, printed, cut, creased and delivered to key journalists, bloggers and vloggers all within 4 days. A marketing activity that previously could only have been devised through creative design agencies.
The Alexir Partnership became the first major supplier in the UK with an inline solution for digitally printed folding cartons when it installed the four-colour Xerox iGen 4 sheet-fed digital printer with a TRESU Pinta coater integrated inline in 2015. This enables printing of short-runs of cartons with low origination costs.
It is the perfect technology for generating a buzz on social media.
Alexir’s digital division has become a self-sufficient unit employing six full-time staff. As Claire Summersby, Marketing Manager at the Alexir Partnership explains, it is meeting the growing demand for short production runs: “Our Xerox – TRESU printing and coating line is filling a vital gap between one and five thousand units, which we were unable to offer before. For brand owners it provides a much faster route to market, allowing us to offer high-value services, like on-demand sample printing, personalised prints and multiple variations of a brand. It has attracted significant business from small market players and provided start-up companies with a springboard for growth. Furthermore, we are increasingly supporting marketing departments of larger brand-owners, by developing promotional campaigns.”