KWIK ZIP INCREASES CUMBERLAND FARMS SALES BY 50%
Several months ago, Cumberland Farms introduced a terrific new coffee called Farmhouse Blend. They launched thier new brand on their own Fleet Media with EPIC Media Group's KWIK ZIP Graphic System. Read More...
Fleet News
Color Your World
By Deborah McGuffie, Associate Editor
This isn't any ordinary head of lettuce but a premium brand that's being delivered live with the roots still attached to guarantee consumers the freshest produce available.
The graphics on Live Gourmet trucks aren't ordinary either. Unique to the design is that no adhesive material was used in the application. Rather, the vinyl was printed and stretched over a special aluminum frame that's mounted to the truck, giving it a smooth, clean appearance.
Working closely with Pete Overgaag, vice president of Hollandia Flowers – growers of the Live Gourmet brand of vegetables – Greg Novak, a designer at Partners Imaging Services, says it took his company 4 ½ months to come up with exactly the right images Hollandia wanted to portray on its trucks.
According to Overgaag, Hollandia adopted the graphics last year to promote its new lettuce product. "My theory is that since we already own the trucks, this is a very effective way for us to advertise," he says. "It's basically a one-time cost. A side benefit is that our fleet is now beautiful, stylish, and eye-catching. It stands out on the road and we get tons of compliments."
Part of what gives the graphics their sleek appearance is the process used by Metromedia Technologies (MMT) to print the vinyl material. David Schaub describes it as a flexible face vinyl that's designed to be changeable/reusable.
"We use digital imaging technology to produce the graphics, " he notes, "which gives them a clean, crisp appearance. We also use automotive grade acrylic based paint for the longest possible duration. The MMT process produces full four-color process graphics that are consistent in quality, with no color shifts from truck to truck.
The flexible vinyl is designed specifically for use with a frame system. For Live Gourmet, the Kwik Zip system from EPIC Media Group was employed. The biggest advantage of the system, according to Marvin Smith, CEO, is its quick easy installation, which allows fleets to switch the graphics on their trucks over and over again. Initial installation of the frame and graphics, he says, can be completed in under an hour. Once the frame has been installed, graphics can be changed out in about 15 minutes per trailer side.
"The reason the frame is so fast to use," Smith explains, is that the installation, tensioning, and adjustment for vinyl sizing all occurs in one step. When we zip an image in to the frame, it's tensioned at about 30 pounds per inch, so it's as tight as a drum."
Live Gourmet is using the flexible vinyl graphics and frame system on all six of its straight trucks as well as its 48-ft reefer trailer.Back To Fleet News