The on-going campaign sent individual mailers to independent stores informing them of Birds Eye's recommended products. The information was individually tailored to the recipient, with products that sold well in the store.

It follows Birds Eye's new look design for its products, part of a 30m rebranding initiative by Unilever ICF (PrintWeek, 19 February).

A total of 15,000 were sent out and 2,000 mailers at a time were produced on SR's HP Indigo 3050.

"The mailer was different to anything Birds Eye had done before," said SR chairman John Burbidge. "Personalisation will go through leaps and bounds over the next few years."

SR has taken its personalisation service to the next stage with the installation of variable image software Direct Smile in the next two weeks. The product can tailor images, rather than just text, to an individual with their own personal message.

"In all my years in the industry, I have not seen anything as powerful for direct marketers as this," added Burbidge. "It is software like this that can move the industry away from tags such as junk mail."

The investment comes as SR looks to demonstrate the advantages of digital print to buyers at a seminar in September. Burbidge is a champion of digital equipment in direct mail but is keen to keep buyers up-to-date on advances. A date and venue have yet to be confirmed.

"It is important not to alienate print buyers and the seminar will be an opportunity for them to gain the relevant knowledge," he said.

SR has a turnover of 14m and has a 225-strong workforce. Clients include British Gas, BT, American Express and NSPCC.