Many Waitrose customers right across the country will be gifted a special treat for Christmas when they collect their Turkey Breast Parcel as each one will be given a personalised cool bag with their name on to carry home the product.

Frances Westerman, buyer seasonal and specialised Poultry, Waitrose
‘We were looking for a way to differentiate Waitrose from our competitors and this is a UK first’

The unique designs were printed by Ultimate Digital using the variable data workflow on their HP Indigo 20000 wide web digital press. This project is part of a much larger personalisation campaign introduced by the Waitrose marketing and social media team to surprise and delight their customers.

Andrew Hendry, assistant marketing manager, social media, Waitrose
The personalised cool bags fit great within our Christmas campaign, and we’re looking forward to seeing people sharing photos of them on social media once they’ve been collected from store.

Chris Tonge, Executive Director, Ultimate Group
‘We were delighted when Waitrose agreed to run with this project to demonstrate both the superb print quality and  variable data capabilities of our wide web HP Indigo digital press. The Waitrose cool bag was designed to use the full 760mm width of the press and each individual named image was also store coded to allow Waitrose to distribute the finished bags to 280 stores.’

Karen Graley, Packaging and Reprographics Manager, Waitrose
‘The personalised cool bags look superb, Ultimate Digital have really excelled and clearly demonstrated how digital print can be used in a totally different way by Waitrose. We were looking for a way to give our customers something extra to talk about this Christmas and to make them feel special.

With Ultimate Digital we are already developing further projects for 2016 using this new digital technology. Personalisation, customisation, regionalisation and totally unique packaging all are now possible.’