For fresh produce marketing in Australia and New Zealand
Liam O'Callaghan

BY LIAM O'CALLAGHAN

Wednesday 10th November 2021, 11:01 Melbourne

Perfection Fresh harnesses augmented reality

Interactive experience teaches consumers about fresh produce farming, health and nutrition

Perfection Fresh harnesses augmented reality

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Perfection Fresh has launched an immersive and interactive educational web-based augmented reality (AR) experience to help  educate consumers.

By scanning a QR code on Perfection Fresh products consumers can access the full experience and learn about the company’s farms and growers from right around Australia. As a web-based AR there is no need for consumers to download an app to view the AR.

Developed by The Live Agency in collaboration with Unbnd, the AR also offers its users a suite of utility including recipe inspiration, information on taste and flavour, storage tips on keeping produce fresher for longer, taste pairings, for example, what flavours match with different produce and also health and nutritional information.

The Perfection Fresh interactive map gives viewers four areas to explore right around Australia, showing users which climates work best for which produce as well as how produce is harvested.

Perfection Fresh’s head of marketing Luke Gibson said recent studies show more than 50 per cent of consumers better recall brands that regularly engage them with immersive technologies, and that interacting with products that have AR experiences leads to a 94 per cent higher conversion rate.

“We’re always looking for innovative ways to engage consumers on how to make the most of our incredible produce varieties. It’s time consumers understand more about where their food comes from and value the amazing eating experiences that different produce varieties can bring,” explained Gibson.

“Augmented reality provides an evolving technology platform that will appeal to tech savvy consumers wanting to take a deeper dive into the world of fresh produce both now and into the future. It’s a powerful tool to teach kids where their food comes from and encourage them to consume more fruits and vegetables.”

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