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“The Biggest Loser,” Grimmway Farms enlist QR-codes to engage grocery shoppers

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December 5, 2012

Reality TV series “The Biggest Loser” is teaming up with Grimmway Farms for a QR code-enabled sweepstakes.

The marketing program is designed to encourage consumers to experience the benefits of a wholesome, well-balanced diet that includes baby carrots. To promote this message, Grimmway Farms has created specially marked packages featuring a Biggest Loser sweepstakes. The sweepstakes, which runs from Dec. 2012 through Dec. 2013, gives smartphone owners in grocery stores a chance to win a stay at The Biggest Loser Resort and other fitness-inspired prizes.

“The QR codes on packaging offers us a way to gain contact with the consumer,” said Bob Borda, vice president of marketing at Grimmway Farms, Bakersfield, CA.

“ The consumer is directed to a landing page on our Web site and offered a chance to “win” a trip to the Biggest Loser resort,” he said.
“Our goal is to capture the consumer’s interest in exploring our Web site and learn more about Grimmway Farms and the nutritional benefits of carrots.”

Creating a database
Grimmway Farms baby carrots, along with other fruits and vegetables, will be featured on the upcoming season 14 of “The Biggest Loser” as a part of the show’s signature food plan for healthy living. 

The special packaging on Grimmway Farms baby carrots will feature a QR code and Web-link enabling consumers to enter the Just Crunch ‘Em sweepstakes on their mobile devices right in the store.

Grimmway has been using QR codes as part of its marketing efforts for the past year.

“The real benefit of the QR codes is our learning from consumers, which is two-fold – the consumer experiences the farm and what is involved with producing carrots and organic vegetables, while we are able to create a database of contacts for future promotions, educational materials, and surveys,” Mr. Borda said.

The deal is licensed through NBCUniversal Television Consumer Products and Shine America.

Supermarket brands embrace mobile
Supermarket and mass market brands across many aisles are increasingly enlisting QR codes to engage customers at the point of purchase with relevant information such as recipes, special offers and sweepstakes. Ultimately, the goal is to help drive sales.

For example, produce brand Sunkist has been actively engaged in using mobile at the point of purchase over the past couple of years and reports that it has seen increased QR code scans and increased opt-ins over time (see story).

Additionally, American Greetings recently focused on extending engagement with its customers via a new line of greeting cards by enabling recipients to scan a QR code on a card and download a mobile application (see story).  

This summer, General Mills’ Progresso brand took its first steps into mobile with a QR codes on the packaging for its new Recipe Starters line of cooking sauces. The QR codes link users to 30 different recipes (see story).

For Grimmway, the goal is to drive consumer engagement for the brand.

“Our goal is to educate the consumer on the nutritional benefits of carrots,” Mr. Borda said. “Carrots are the go-to vegetable. 

“We have taken something that is very nutritious, and created a convenient, affordable, anytime snack for consumers,” he said.  “The Biggest Loser platform allows us to communicate this message – Just Crunch ‘Em.”

Final Take
Chantal Tode is associate editor on Mobile Commerce Daily, New York

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