From mill to Milan: EXP launches B2B campaign for James Cropper

Award-winning brand and digital consultancy EXP has launched a new B2B campaign for British paper and advanced materials manufacturer, James Cropper.

The campaign – Sometimes It Is Black & White – seeks to target luxury European brands, dispelling the myths surrounding sustainable packaging and promoting the potential of recycled papers within the Rydal Packaging Collection.

Sustainable credentials are at the heat of the campaign, with 10 statements that have been distilled into uniquely designed typographic sample cards, beautifully finished with foils and embosses to demonstrate the possibility of Rydal papers – inspiring brand marketers and designers alike.

The cards are contained in a tactile folder with embossed details inspired by the topography of Rydal Water, close to the James Cropper mill, finished using Foilco’s Smiley Yellow 6640 for maximum impact.

EXP collaborated closely with James Cropper and Foilco to push the boundaries of what’s possible; following the process from production at the Mill in Burneside through to a successful launch in Milan at Packaging Première & PCD with over 8000 attendees.

Alongside the paper samples, EXP also provided exhibition stand design, and launch support for social media with the production of digital assets including animated statements and video content filmed in Milan.

Jordan Scott, marketing communications manager at James Cropper Paper & Packaging, said “By joining forces with other innovators in the supply chain we were able to work collaboratively navigating a strategic marketing campaign that focused on breaking the myths surrounding recycled materials within the luxury packaging market. Recognising the need to bolster our strategic marketing and brand positioning, EXP became an integral part of our team, helping us refine our product architecture and portfolio positioning enabling us to target specific demographics with clarity and consistency.”

Tom Grattan, managing director at EXP said “This has been a great campaign to work on combining our commercial and creative heads to maximise impact and demonstrate the potential of the Rydal Packaging Collection. We’re delighted to have seen such a great response to the final product, and collaborate with the teams at James Cropper and Foilco”. 

EXP were winners of the Design Award at the 2023 Lancashire Business View Red Rose Awards.