packagingnews.co.uk

Merchant Gourmet has unveiled an augmented reality campaign that shows shoppers who scan a bottle of spiced black rice vinegar with a smartphone a cookery lesson in how to use it

The ingredients firm said its new marketing campaign “will literally bring bottles of their Spiced Black Rice Vinegar to life”.

Merchant Gourmet said that it has linked up with Aurasma to create the new campaign. Aurasma is an augmented reality platform created by Autonomy Corporation.

Communications manager Karen Alleyne said: “We have seen a massive increase in the number of Merchant Gourmet customers who come to our website and online shop via their mobile phone, so we wanted to develop a campaign that would really engage them and get them interacting with the product.

“The great thing is that all they have to do is point their device at the special neck collars which are placed around the bottle and they can enjoy their guide and recipe in the palm of their hand.

“At Merchant Gourmet we are always looking at our customers behavioural patterns to find new ways to engage with them, and by teaming up with Aurasma, we are really excited to see what impact this new campaign will have.”