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.

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