How do you showcase your brands sustainability efforts through QR codes?

Microsite

Challenge.

The food industry is one of the main industries where a corporate social responsibility strategy is essential. It was vital that Unilever-owned Knorr make the public aware of their sustainability, ethical ingredient-sourcing, and promotion of better-eating efforts. Knorr sought to use a digital solution to display its CSR work. The company reached out to ScanTrust who partnered with SMACK to assist with this. Knorr wanted users to be able to scan QR codes on their organic stock packages to see their sustainability efforts.

Solution.

Our creative team came up with a digital solution that was not only interactive, but could be experienced in-store during that vital purchase decision-making stage or at home during the cooking process. By scanning a QR code on a organic Knorr product, the customer is taken to an engaging, colourful yet clean illustrated website, that echoed the company’s brand identity, providing users information on Knorr’s sustainability and ethical ingredient-sourcing efforts for the particular product. From that product-specific page, the customer can navigate to an interactive page that provides information on the brands collective, across the board sustainability commitments such CO2 reduction, the planting of over 60,000 trees, and the brands recyclable packaging plans. Users can also explore recipes, nutritional values and additional products which was all presented on a mobile first website, as QR codes are an innately mobile experience.

Using QR codes to generate interest.

QR codes are becoming more common place and are an easy way for users to quickly get to their desired information. It’s a great way for brands to get their users on to their sites, to engage with relevant information. Using QR codes of food packaging allows users to scan during the purchasing decision or during consumption.

Reinforcing the facts.

Stats were used to explain efforts in saving water and CO2, the stats were visualised and compared to examples that users could relate to like, airplane rides and planting trees and compared with equivalent examples to really make an impact with the importance of the statistics.

Using bespoke illustration to enhance the message.

The site has been injected with colour and illustrations which soften the story and helps with the brands narrative on their sustainabilty journey. Making the content relatable and easier to understand.