Nestle launches Near Field Communication campaign in Woolworths

Nestle and Woolworths have adopted near field communication (NFC) technology in a world-first partnership to support the launch of Uncle Toby's Oats & Strawberries.

The campaign, which according to Adnews, is being rolled out in 480 Woolworths supermarkets across the country, encourages people to reach for their phones to download content while shopping.

As part of the campaign, NFC fins have been installed in supermarket aisles, and shoppers can also use QR readers to access recipes from Woolworths Fresh Magazine.

The campaign was developed with the help of NFC specialists Tapit, which has rolled out NFC campaigns for major brands including Google, Coca-Cola, Nike, Johnson & Johnson, Samsung and Sony.

This is believed to be the first time that Nestle and a major retailer have deployed a NFC marketing campaign anywhere in the world.

Nestle head of sales for CPW, Dean Carberry, said the decision to launch the NFC project in partnership with Woolworths, Torch Media and Tapit was driven by the challenge of engaging consumers when they were making the purchase choice.