Printing 'raw' - Zebra TLP2844 label printer

[SteveT]

I have an application that needs to print to a Zebra TLP2844 label printer.
CUPS has an epl2 driver for this printer, but when I print using lpr it prints the commands in the file, not the result of the commands.
If I cat the same file to the printer (sudo'd), it works fine. So it seems that the epl2 driver is 'interfering' with the data. So I then tried to use the lpr -o raw option, but that comes up with:

lpr -oraw -P TLP2844 pdCCoil.out
lpr: Unsupported format 'application/vnd.cups-raw'!

(I have tried both with and without a space ie -o raw and -oraw)

Although I can use the 'cat' command, I don't want to do that as it needs 'root' privileges, and this must be open to general users.

Any ideas?