Yeo Valley Organic rolls out 100 million connected packs

Experiences & rewards through easy to use technology

235
Yeo Valley Organic
Yeo Valley Organic introduces ‘always on’ connected packaging. Photo - Yeo Valley Organic

Food brand Yeo Valley Organic has rolled out connected packaging across all products as part of the new ‘Put Nature First’ brand platform. Working with connected consumer agency SharpEnd, Yeo Valley Organic says it can now engage directly with consumers through its most scalable media asset.

Consumers will be able to use their smartphones to scan the ’Moo-R’ QR codes, which can be found on over 100 million products, linking to its ‘Yeokens’ reward program and bringing to life ongoing nature-led initiatives. Customers will have access to specific product information, brand content, and future promotions. According to the company, the dynamic digital experiences adjust based on the product, customer location, and the time of day.

Adrian Carne, managing director of Yeo Valley, said, “We’re pleased to bring our customers the next phase of experiences and rewards through this easy to use technology. Using QR codes across our product family creates fast and seamless access to fantastic rewards and stages our content about putting nature first.”

“We want to inspire others about the benefits of organic and how it’s one crucial factor in addressing the climate crisis. Our content will encourage everyone to put nature first in their own small way, whether that’s buying British organic dairy more often, reducing food waste or encouraging wildlife into their garden. It’s the little things that everyone can do to make a difference and that is what we’ll be highlighting in our connected packaging.”

Cameron Worth, founder of SharpEnd, added, “We are proud to bring Yeo Valley Organic closer than ever to their consumers.”

The campaign uses SharpEnd’s corresponding data and experience platform – io.tt – to issue, manage, and measure over 100 million identities and ensure each digital experience can be enhanced as the campaign evolves. Through io.tt analytics, Yeo Valley Organic can build consumer profiles and track engagement across the product portfolio.

This article first appeared on the AIPIA website and is republished with permission.

The Covid-19 pandemic led to the country-wide lockdown on 25 March 2020. It will be two years tomorrow as I write this. What have we learned in this time? Maybe the meaning of resilience since small companies like us have had to rely on our resources and the forbearance of our employees as we have struggled to produce our trade platforms.

The print and packaging industries have been fortunate, although the commercial printing industry is still to recover. We have learned more about the digital transformation that affects commercial printing and packaging. Ultimately digital will help print grow in a country where we are still far behind in our paper and print consumption and where digital is a leapfrog technology that will only increase the demand for print in the foreseeable future.

Web analytics show that we now have readership in North America and Europe amongst the 90 countries where our five platforms reach. Our traffic which more than doubled in 2020, has at times gone up by another 50% in 2021. And advertising which had fallen to pieces in 2020 and 2021, has started its return since January 2022.

As the economy approaches real growth with unevenness and shortages a given, we are looking forward to the PrintPack India exhibition in Greater Noida. We are again appointed to produce the Show Daily on all five days of the show from 26 to 30 May 2022.

It is the right time to support our high-impact reporting and authoritative and technical information with some of the best correspondents in the industry. Readers can power Packaging South Asia’s balanced industry journalism and help sustain us by subscribing.

– Naresh Khanna

Subscribe Now

LEAVE A REPLY

Please enter your comment!
Please enter your name here