Innovative interactive red meat category shopper solutions

Summary

MLA has recently been investigating advances in smart packaging and mega trends such as gamification, including use of embedded augmented/virtual reality.

This project, led by Wundermand Thompson (who developed 19 Crimes Wines interactive packaging), used key MLA category drivers and consumer behaviour insights to present an overview of the platform and develop concepts applicable to red meat merchandising in Australia.

Objectives

The main objectives of this project were to:

• develop a strategy on where to play / how to win using WT's interactive packaging and align to MLA (domestic) category drivers and insights
• design and deliver preliminary concept that create the interactive experience and ensure consumers are aware of the unique experience
• undertake preliminary ideation / design workshop with topline concepts developed to overcome barriers of consumption. 

Key findings

A series of concepts were developed and tested with a 'Plan + Scan' format receiving the best feedback from consumer groups and Coles Supermarkets (who were part of the discovery team).

Combinations of phone camera QR coding platforms integrated with recipe cards from existing website collateral was developed.

A concept was also developed for a digital BBQ and butcher interface, wherein the raw product was simulated into a cooked, plated offer plus 'help pick the best cut'. This aimed to bring to life Meat Standards Australia pathways.

Key components that sought to address the need for personalised experiences include:

• helping shoppers save money and drive value
• helping them broaden their cooking repertoire
• inspiring them to choose what to make for dinner *Personalised their content
• simplifying their journey in some way.

Benefits to industry

Developing a case study using new formats that target interactive shopper products will help showcase tech platform to industry. The purpose is to consider disrupting current modes to better engage shoppers and ensure that red meat is a relevant part of their everyday recipe repertoire. 

The tech aims to enable provisions to educate and inspire consumers to integrate red meat into their meals.

MLA action

• MLA is continuing to explore augmented reality and consumer attitudes as they relate to the experience of shopping and eating.
• Discussions with Australian red meat brand owners on experimenting with advancements in this space are ongoing.
• MLA Marketing has also worked with another provider to test meat merchandising options in virtual supermarkets - further exploration of experimenting in 'new experiences' for promoting red meat.

Future research

While the origins of the project were rooted in ambitions for a shopper facing solution, at the conclusion of the project the supply chain functionality was not ready to go into live stage in pilot store(s).

MLA remains open to considering potential uptake at a future stage for the both advancing the concepts or where applicable, supporting commercial companies via MLA Donor Company frame research questions and experiment designs that may include augmented reality to significantly drive red meat demand.