It will be used for versioning leaflet runs of 1,000 for each of 1,600 convenience stores across the UK.

The Melksham, Wiltshire-based firm previously produced the job litho. This involved frequent stops to change the plate, and was becoming more difficult due to shorter turnaround times.

"By introducing the Domino On Demand, we are saving an enormous amount of time on the press, which is where we incurred the main cost," said Superior Creative operations director Richard Blueitt. "Currently the leaflets are printed with blank boxes before being sent directly to the Domino for personalisation."

The DOD is connected in-line to a GUK 74 folder. To further speed up turnaround times Superior Creative opted for the UV-cured version of the DOD with a GEW UV dryer.

"This solution allows us to do personalisation far more effectively and cost-efficiently," said Superior Creative managing director John Harris.

Story by Philip Chadwick