Simplot's Birds Eye Ocean Selections range has introduced a fun engagement tool via intelligent packaging on its packs, to encourage consumers to introduce more seafood into their meals.

The innovative augmented reality (AR) fishing game that consumers can engage in can be accessed by scanning the QR code on the pack.

Katie Saunders, GM Marketing at Simplot Australia, told PKN that the QR Code technology was developed and managed in-house.

“We were excited to include this on our packaging as it helps us take the consumer experience to the next level. This has largely been made possible due to consumers' familiarity with QR Codes as a result of their use throughout the pandemic,”  Saunders said.

“Being able to directly play the augmented reality game without the need to download another app on your phone is a significant leap forward – as it removes a barrier to consumer engagement,” she added.

Health and fitness expert Sam Wood has been contracted by Smplot to help promote the range.

“The new AR game is a great way to get the whole family involved in the kitchen. I'm stoked to be partnering with Birds Eye to share how easy it is to get healthy seafood into everyday meals – and the game is an absolute cracker!” Wood enthused.

Not only do people get to 'catch' the fish of the day, but they will also hear directly from Wood and gain access to exclusive content and simple and delicious seafood recipes. In addition, players can enter to win one of 100, three-month, '28 by Sam Wood' memberships.

The Birds Eye Ocean Selections range, available at Woolworths stores nationally, includes a variety of raw seafood, including prawns, barramundi, and tuna, some of which are pre-marinated with dry rubs and glazes, bringing healthy choices to the frozen seafood category.

This story first appeared in stablemate PKN Packaging News. 

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