Yes, there were catalogues and magazines, but it was tactile food packaging and a 3D printed window display that drew the top prizes in New Zealand's Pride in Print awards.
Among top winners were a food pouch with meal appeal - printed by Amcor Flexibles in Christchurch - and a multi-level window display featuring Nike Magista running shoes as the fangs of a giant spider.
This year's awards campaign theme, the 'Power of Print', highlighted the impact of printed media in every sector. The 777 entries were an increase of 20 per cent on last year.
A copy of Pro Photographer magazine entered by McCollams Print of Auckland, was "as good an ambassador as you can get" for the country's publications sector, and a the annual review of Market Gardeners from Spectrum Print of Christchurch was "a masterpiece of print perfection".
Among process winners, DSP Print Group won the web category for Translite, Webstar the heatset category for Metro Jan/Feb, and NZME won the coldset category for Bite.
• NZME, the 'short form' for APN's New Zealand Media & Entertainment business, claimed six of the 12 newspaper gold medals awarded.
They went for its own titles Weekend Herald and Bite, Fairfax publication Manukau Courier, and external titles Chinese Herald, Bay News and the Vision Times.
Bite - a food, health and wellness publication inserted each Monday into the New Zealand Herald - took the process category prize.
Property, print and production group manager Dan Blackbourn (below, second from left) was delighted, claiming the newly-renamed organisation was continuing a tradition fostered by APN Print New Zealand: "It is a fantastic achievement for NZME Ellerslie," he said.