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Marketing expert Lisa Cork says it might be time to reconsider QR Codes on packaging as consumers continue to get more ‘mobile-centric.’
step into their world and appeal to their needs and wants.”
Cork describes fresh produce branding and packaging as tactical elements that are brought to life as part of a great strategy.
“One of the common mistakes companies make on packaging — and this applies to all packaging types — is to not view packaging as a consumer sales tool,” she says. “An overly dominant farm name or graphic, a lack of a clear taste or use cues, outdated graphics ... ensure packaging is a costly expense because it is not working hard as a marketing tool.”
She explains consumer-packaged goods (CPG) companies redesign their packaging every two to three years because consumer trends are changing so fast. e fresh produce sector can take heed of this, and background research is essential in order to create a “pack- aging message hierarchy.
“Produce is not immune from consumer trends, and the more you build trends into your product naming and on-pack communi- cation strategy, the better your packaging will sell,” she says.
Cork says the printing process used on plastics enables high quality graphics, so the end products have “every potential to wow consumers and motivate them to buy.” But, what about the packaging that is moving away from plastic?
“As packaging changes and becomes more sustainable, the good news is the ‘rules’ of great packaging and on-pack communication don’t change,” she says. “What will change is the package. And the challenge here is there may need to be a trade-o if graphics clarity decreases.
e marketing expert has worked on produce brands all over the world, but one great bene t she sees in the United States where she hails from originally, is that there is still a lot of grower branding present
compared to Europe and Australia, which have migrated to private-label brands.
“I love seeing grower branding on retail shelves,” she says. “I think it is more in line with what today’s Millennial and Gen Z consumers are seeking.”
One lesson the North American market could learn from overseas, however, is China’s huge use of QR codes in the produce aisle.
ese codes were tried and dropped several years ago because no one was scan- ning them, but Cork highlights times have
changed, and a QR Code 2.0 might be worth considering.
“People are more mobile-centric now versus ve years ago, and smart phones are playing a more important role in shopping,” says Cork. “Smart phone cameras have also gotten better — many can now scan a QR code directly without the need to download a special app.
“If you gave up on QR codes a few years ago, it is time to revisit the role they can play in your packaging communications,” advises Cork. pb
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