Ardagh works with Stabburet brand on ambitious can project

A partnership between Ardagh and Norwegian seafood brand, Stabburet, has shown how the can can become a design icon.

Stabburet wanted the cans for its mackerel filet, a national dish in Norway, to celebrate the country through images of towns, places, and Norwegian way of life on the cans. Sixty different designs are presented on the “Hansa” shaped can, each linked by the brand’s recognisable yellow background.

To bring this ambitious project to life, Ardagh’s metal packaging plant in Cuxhaven, Germany, handled the print and production of the cans and worked in close co-operation with Stabburet to ensure that all 60 designs were delivered as specified.

The base of the can features 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, signifying good-for-you products.

Birte Hjorth, product group manager at Orkla Foods Norge said: “Mackerel filet 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, adds, “the lightweight aluminium can offers a perfect branding surface for this striking design and together with the excellent functionality, this is a winning combination.”

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