Frozen food presents special challenges to logistics, and Yasso Frozen Greek Yogurt in Quincy, Massachusetts, needed packaging of its new pint offerings to withstand the rigors of overnight shipping, keep the product frozen, plus make a big impression on target audiences.
Yasso turned to Abbott-Action, Inc., in nearby Attleboro to develop a corrugated cooler pack that included a die-cut tray to hold the frozen pints, Expanded Polystyrene (EPS) pads for insulation, a die-cut corrugated box to hold dry ice, and a digitally printed master carton.
The challenge was how to reproduce Yasso’s brand colors, as well as guarantee the pint offerings remained intact during shipping, so delivery would result in an excellent unboxing experience.
Factors that weighed in the decision to go with digital print included graphics, colors, quantity, time-to-market and budget. The scope of the project called for 810 eight-pack variety kits, 110 four-pack kits, as well as 50 four-packs with individual personalization aimed at creating a buzz at media outlets.
“We’ve been having great success using our digital print capabilities for product launches, test markets, production trials and special brand campaigns like Yasso,” says Chuck Slingerland, Abbott-Action’s vice president of sales for digital operations. “Keeping Yasso’s brand intact was our highest priority during this entire project.”
The four-pack offering, which called for 110 pieces with four different “flavored graphics,” proved the ideal project for digital versioning. “The entire 440-unit run was done in one set up, versus traditional printing methods,” says Slingerland, “which would have consumed more print plates, cutting dies and set-up time.”
Speed-to-market was critical for Yasso as well. Yasso approved their final artwork on Jan. 16, 2018 and the entire unit was shipped seven days later. For the personalized kits sent to media outlets, each kit was printed with the name of the media outlet the individual pint pack was meant for. Seventy-five percent of the target “press” packs were met with high praise from their recipients resulting in a flood of press coverage and social media buzz.
“Abbott-Action has been nothing short of miraculous, cost effective and extremely steadfast,” says Kelsey Revens, Yasso’s communications manager. Yasso continues to reap the ROI from this campaign, and more plans are already in the works.