James Cropper, the groundbreaking advanced materials and paper products expert, has further cemented its reputation for innovation and business excellence after being nominated for a prestigious Prolific North Award for B2B Marketing Campaign of the Year.
Judges named the Sometimes It Is Black & White campaign as one of the year’s outstanding and most impactful marketing campaigns. The project used a blend of event marketing, social media, and unique visual concepts to position James Cropper’s Rydal Packaging Collection of premium recycled uncoated board as the premier sustainable material for the luxury packaging industry.
Delivered in collaboration between James Cropper, its design and strategy consultancy EXP, and finishing expert Foilco, Sometimes It Is Black & White involved the creation of ten striking cards, each made using a product from the Rydal range, that were printed with eye-catching designs and finished with foiling and embossing. The cards were packed in an exquisitely produced embossed folder and distributed at the Packaging Première & PCD event in Milan to 8000 industry professionals in attendance.
Jordan Scott, Marketing Communications Manager, was elated at the news, saying, “Our mission was to dispel the myth that recycled material doesn’t have the right characteristics for luxury packaging, and to inspire luxury brands to embrace sustainable practices. We wanted to redefine industry standards, and dispelling myths about the quality of recycled material is an important part of our effort to lead the way toward a better future – just as we’ve done for 180 years. And through the combined efforts of three northern companies working together with one shared vision, we achieved that mission.
“We’re used to pushing the boundaries of what’s possible in paper materials, and so we wanted to apply that same ethos to this campaign,” Jordan added. “The response to the campaign has been overwhelmingly positive, and to be nominated by our colleagues in the northern business community is a tremendous honour. I want to thank our partners at EXP and Foilco, as well as the talented creatives and material experts in our James Cropper team who keep raising the bar every single day.”
The campaign stands out as a triumph of northern creativity and manufacturing, having delivered strong results for James Cropper’s business and helping to raise the profile of British innovation throughout the global packaging industry.
