Packaging giant Ardagh Group has partnered with Orkla Food's Stabburet to manufacture lightweight, fully-recyclable, aluminium cans for the seafood manufacturer’s popular mackerel fillet SKU.
Stabburet’s mackerel fillet cans have incorporated sixty designs, which represent a different town or place, an aspect of people’s behaviour, or a way of life in Norway.
The base of the can bears the catchphrase - 'Er du en av oss?' (Are you one of us?), and the pull ring shows the green Nordic ‘keyhole’ food symbol.
A Winning Combination
Product group manager at Orkla Foods Norge, Birte Hjorth, explained, “Mackerel fillet in tomato is an important part of the Norwegian everyday diet and we wanted to honour all the loyal consumers throughout the country.
“We therefore created a series of on-pack designs. […] The campaign has been very well received and engaged consumers all over the country.”
Each design, some of which use cartoons, are linked by the brand’s recognisable yellow background.
Ardagh’s metal packaging plant in Cuxhaven in north Germany handled all aspects of printing and producing the cans.
Commercial director for seafood at Ardagh Group’s metal division, Patrick Savouré, added, “the lightweight aluminium can offers a perfect branding surface for this striking design and together with the excellent functionality, this is a winning combination.”
© 2018 European Supermarket Magazine – your source for the latest retail news. Article by Dayeeta Das. Click subscribe to sign up to ESM: European Supermarket Magazine.
