FEATURE u Packaging
The call of duty: Challenging branded pizza boxes overcoming all the odds
I
n 2020, the Smurfit Kappa Yate site was asked to work on an exciting project for its long- standing client, Papa John’s (GB) Limited. The pizza giant was in need of exclusive packaging for its limited-time offer, in collaboration with Call Of Duty. This packaging project went on to win Gold at the FIA Awards 2021 in the ‘corrugated post print uncoated process’ category. Smurfit Kappa has been the sole supplier of
pizza boxes for Papa John’s since August 2019, producing more than 35 million pizza boxes for the brand every year. The pizza company works with limited-time offers throughout the year; for the Call of Duty collaboration, the aim was to create boxes which differentiated and disrupted the marketplace. This project came with various complications…
THE ARTWORK CHALLENGE The key challenge with the brief provided from Papa John’s and Cygnus, its creative agency, was with the reprographics. Artwork for this Call Of Duty collaboration was supplied as untagged CMYK, which brings a unique set of challenges. When artwork is untagged, there is no colour profile or target on how the imagery should appear. Printing onto an uncoated board for pizza boxes will always deliver a different result than printing onto coated bright white paper. The CMYK artwork provided did not take into account the total ink coverage limits of a pre-print
28 June 2022 Irish Manufacturing
flexo process, which is 260 per cent. This meant the team had to re-separate the artwork in order to reduce ink coverage to a usable limit. Not only that, but the artwork did not allow for the mis-register movement of a flexo process, which could have left the text on the design unreadable.
THE SMURFIT KAPPA SOLUTION The Smurfit Kappa team was able to overcome many of these reprographic challenges by working closely with the external supplier converting the supplied CMYK artwork to spot colours. With this approach, large areas of colour were created from single spot colours. This eliminated the total ink coverage problems, as well as the issues with mis-registering. The design team then worked to manually retouch the images so elements such as text and details would appear correctly. Smurfit Kappa says its teams are always happy to deliver this extra level of support and care for its client projects, to ensure the best possible results are achieved. The result of these creative solutions was Papa
John’s biggest limited time offer in 2020 by more than 30 per cent. Not only that, but this pizza box packaging was awarded Gold thanks to the hard work, effort and expertise that went into it. This clearly demonstrates high quality printed packaging in the food industry is extremely effective and can be achieved with the right expertise and knowledge.
Papa John’s Senior Director of Marketing, Giles
Codd, says: “We have been working with Smurfit Kappa for more than 10 years, and once again they have produced incredible pizza box packaging for our latest limited time offer. This collaboration with Call Of Duty: Cold War is one of our most successful yet, and we are over the moon to have boxes which leave a lasting impression on our customers.” Smurfit Kappa Yate site’s Key Account Director, Lee Gammon, who worked very closely with Giles and his team at Papa John’s and Laura at Cygnus, adds: “Our client had high demands for this project, and we were confident we could meet their high expectations and overcome the challenges. Going on to win Gold at the FIA Print Awards 2021 is a great achievement for the whole Smurfit Kappa Yate team.” Meanwhile, Jamie Rayner, Cygnus Creative
Director, comments: “It’s great working with a print partner that doesn’t use the phrase “we can’t do that!”. As a creative agency that likes to push the boundaries with every project we work on, we knew we were asking a lot from Smurfit with our Call of Duty designs. The outcome was a pizza box more complex in print than many you’ll see, and something we’re all really proud of!”
Smurfit Kappa
www.smurfitkappa.com
www.irish-manufacturing.com
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