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Kraft Grate-It-Fresh Promo

So exactly how do you send fresh, normally-refrigerated cheese through the mail to people and not make them all violently ill because the product has spoiled during transit? It’s a good question, and one that took a little bit of research in order to solve.

The folks at Kraft wanted to ship out a promotional kit to select magazine editors announcing their new Grate-It-Fresh product. I was tasked with coming up with a way to do it that would keep the product cold, would still be in keeping with the Kraft cheese brand identity, and could also house several pieces of promotional print work. The idea/concept actually came to me in pieces. I was reorganizing some stuff in our kitchen cabinets and found an old thermos stashed at the back of one of the shelves. I really like the idea of being able to take a lid off and pull the product out. I also like the idea of doing something cylindrical. The idea was born, but the logistics still needed hashing out. The second part of the idea/concept came to me at a barbecue at a friends house. They had one of those styrofoam coolers filled with ice and it just clicked. The industrial designer in me started thinking of ways to carve foam so that it could fit into a tube and keep the product cool during shipping. This is the part where it is beneficial to having good working relationships with different print vendors. I got on the phone with Jerry Cox from YES Print and started telling him my ideas. A couple of quick e-mails and a few sketches and we had a solid idea of how to make this all come together.

YES sourced a stock cardboard tube and had them cut to the appropriate size, they then located a company that did all of the hot wire cutting for the foam inserts. The foam was not only cut to match the inside diameter of the cardboard tube, but two channels were cut from the center as well. One channel would hold the product, the second channel would hold several small freezer packs. This way the product would be kept cold but we wouldn’t need to worry about the packs being pressed directly against the product. The graphics were then designed to mimic the packaging design of the actual product and then four circular pamphlets were designed to fit into the piece before the lid was put on.

The most expensive part of this entire project was actually the shipping. In order to make sure the product arrived while still cold, we waited until the very last FedEx pick-up of the evening and had the pieces shipped for delivery first thing the following morning.

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