Ardagh Group has collaborated with Orkla Foods Norge to create 60 different designs for its Stabburet mackerel fillet product.
Each of the designs is linked by the Stabburet brand’s yellow background and represents a different town or place, an aspect of people’s behaviour or way of life in Norway.
Ardagh’s metal packaging plant in Cuxhaven, Germany, which handled all aspects of the print and production of the cans, worked in cooperation with Stabburet to ensure that all 60 designs were delivered as specified.
The base of the can contains the phrase ‘Er du en av oss?’ (Are you one of us?), explaining the relevance of the picture on the lid and the pull ring shows the green Nordic ‘keyhole’ food symbol.
Birte Hjorth, product group manager at Orkla Foods Norge, said: “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; each design representing a way of living or a typical local feature from a different town or place in Norway. The campaign has been very well received and engaged consumers all over the country.”
Patrick Savouré, commercial director seafood at Ardagh Group’s metal division, 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.”
