Unique codes on lids deliver latest consumer campaign for Yeo Valley

The competition from Yeo Valley is giving customers the chance to win one of two mini convertibles, a one week stay and two mini-breaks by entering their unique code online.

To facilitate this campaign, Clondalkin Flexible Packaging Bury has produced 15 different polyester lid designs, themselves printed using flexo, with each then printed with a unique 14 character code. These are sealed onto special packs of Yeo Valley yogurt and only revealed when the lid is peeled back.

The unique coding concept was first developed four years ago and remains the only print technology of its type to be used in the UK dairy market, according to Clondalkin Flexible Packaging Bury.

Yeo Valley itself used the technology in 2015 for an extensive points-based loyalty scheme, known as Yeokens, its largest-ever customer promotion.  

For the new campaign, all the unique codes are printed on the surface of the lids to ensure the printing ink does not contaminate the product. The code is covered by the design and is only revealed when the polyester lid is peeled back. 

Dan Rusga, marketing director at Yeo Valley, commented:  ‘The unique coding printing technology from Clondalkin Flexible Packaging Bury has been instrumental in enabling us to get closer to our customers and reward them for their loyalty. This is the fourth product competition we've launched using unique coding and two years ago we used the same technology to launch a point-based loyalty scheme for customers.

‘As a company we have made a long-term commitment to unique coding and are confident that it will continue to reap rewards for our business.’

John Chadwick, Clondalkin Flexible Packaging Bury managing director, added: ‘We are very proud of this particular technique and delighted to see it working so well for one of our most valued customers. Brands have to find new ways of differentiating themselves from the competition, which is why we are committed to working with our customers to develop innovative packaging solutions.’