Foster Farms Adds Interactive DORI QR Code to Packaging

Published March 13, 2019

According to the January 2018 Netcraft Web Server Survey, 1.8 billion websites are in use today. With an ever-increasing influx of sites, it has become more and more difficult for a consumer to find any one brand’s official platform. “For the sake of simplicity and convenience, many companies have introduced quick response (or QR) code technology to product packaging, making their information more readily available. Currently, advanced interactivity is taking QR codes a step further by allowing consumers to directly interact with the brand. Not only do these advancements simplify brand promotion for CPG marketers industry-wide, they have the potential to drastically increase revenue for both CPG brands and their providers.

How Interactive QR Codes Differ from Barcodes

Far more complex than traditional, flat barcodes that are designed to hold only twenty informational digits at a time, two-dimensional QR codes have the capacity to contain a much larger amount of data including (up to) thousands of individual characters, typography, phone numbers, and more.

Relatively simple to both build and edit, QR codes have rapidly gained popularity in the United States since their original invention by a Japanese subsidiary of the Toyota Group in the 1990’s. In fact, QR codes are so widely used that since late 2017, Apple added a QR code reader into every iPhone camera they produce.

The DORI QR Code

Recently released on all Foster Farms packaging, the DORI QR code has the potential to revolutionize how consumers shop – and quickly. Deals, Origins, Recipes and Info (DORI) is a user-friendly, emoji-style label designed to connect buyers to an interactive poultry world.

Able to be scanned by any smartphone, buyers can use DORI to better understand Foster Farm products, receive coupons, access product-centered recipes, and more. Portrayed on the packaging as a brunette female with a brilliant smile, DORI is described by Ira Brill, Foster Farms communications director, as a “new channel to deliver information about our products and reward our loyalists.” One of the first of its kind, DORI’s complexity has the potential to directly impact the entire secondary packaging and consumer packaged goods (SP and CPG) industries.

What DORI’s Creation Means for CPG Brands

Research shows that over seventy-five percent of shoppers regularly consult their smartphones in stores to check product information, compare prices, read reviews, and more. In addition, Deloitte Consulting reports that as high as .56 of every dollar spent in physical stores can be linked back to digital interactions. If the data presented above is not enough to make CPG brands take notice, the seemingly-endless potential for creativity and flexibility within CPG marketing, offered by QR codes, could make products like Foster Farms’ DORI the next industry-wide trend.

A Consumer Goods statement from Dirk Rients, Management Director for mobile at Draftfcb, Chicago, shares, “CPGs are taking a closer look at mobile… [but] we still see a majority of CPG brands view mobile as its own separate channel while others are integrating mobile into their overall strategy allowing for an engaging experience at scale.” We are confident that an increasing number of brands will begin to see the importance of ensuring that their CPG marketing strategies are mobile-friendly, or have mobile-friendly aspects, as a result of the DORI QR code and other similar, on-the-rise, technologies.

How DORI’s Creation Can Help CPG Providers

The DORI QR code, and others like it, have the potential to change product design, packaging, and marketing engagement throughout the CPG industry. As consumer demands continue to evolve, and more product options are created daily, it is imperative that CPG manufacturers be prepared for a swift and total shift towards optimizing for affordability and consumer convenience.

The CPG industry has reached a crossroads as existing brands risk being overshadowed by new providers seeking to redefine consumer packaged goods as functional and driven with convenience in mind. By offering solutions to make this desire palpable, you can watch your business increase as you directly meet the most tangible needs of your consumer base. Below are some ways that CPG providers can work to make their service more attractive to CPG marketers, despite market changes:

– Streamline your packaging processes to save marketers resources by evaluating in-house processes for kinks or areas of incongruence that may hinder the customer experience.

– Have the courage to adapt to meet the needs of consumers more quickly than other packaging and secondary packaging companies – although streamlining processes takes time and resources, the efficiency resulting from these efforts will make your brand stand apart from the whole. At INSITE, we streamlined our innovative case erectors and sealers to help you produce better products, more efficiently.”

Time to Adapt

With the arrival of the new year, there is no better time to institute positive change to your production and marketing plan. Find innovative ways to improve your efficiency and reduce costs to streamline all products throughout your production process. Considering a new partnership? INSITE’s straightforward promise to bring clarity and understanding into the automated packaging industry is guaranteed to bring a fresh perspective to your brand.

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