By Jenny Stanley, Managing Director at Appetite Creative
The advertising arena has a secret weapon, and it’s sitting right there on your kitchen table. A consumer scans the QR code found on a product at breakfast time and suddenly transform into a superhero, racing through digital worlds while learning about nutrition. Family members join in, competing on leaderboards and sharing AR selfies with friends. This is the new and often untapped media channel transforming kitchens and lunch boxes across the globe. Connected packaging has evolved from a novelty into one of the most powerful family-friendly engagement tools for marketers.
Safe learning and fun for everyone
Modern parents are discerning about screen time, seeking experiences that combine safety, entertainment with learning. Connected packaging delivers exactly this balance. When Alpro launched its superhero-inspired connected experience for the new Alpro Kids range, parents appreciated that the educational gaming experience taught children about plant-based nutrition while maintaining online safety. The Miss Berry, Oatino and Soystorm characters weren’t just entertaining – they were delivering valuable health messages in a controlled, brand-safe environment.
In another example, Suntop’s recent partnership with the popular One Piece anime demonstrates how brands can leverage beloved characters to create fun interactive moments. When families form positive associations through playful interactions, brand loyalty follows naturally.
Connected packaging also addresses any online safety concerns parents may have through built-in safety mechanisms. Every campaign developed includes robust GDPR-compliant data protection, age-appropriate content and transparent privacy policies.
The transparency trend resonates particularly strongly with parent consumers. With barcodes transitioning to QR codes by 2027, connected packaging provides instant access to ingredient information, supply chain details, allergen warnings and sustainability credentials. This helps to build confidence and trust in their purchasing decisions – all while their children are engaged in branded games and activities.
Getting involved as a family
The engagement metrics speak volumes about connected packaging’s unique appeal to families. Traditional digital advertising typically achieves average click-through rates of around 0.10%, while our data shows that connected packaging campaigns on average generate 14% scan rates.
KDD, the leading food and beverage manufacturer in the Gulf Cooperation Council countries, ran a back-to-school campaign which exemplifies this extraordinary engagement: over 96,000 scans generated more than 191,000 game plays, with families spending an average of 2 minutes and 39 seconds actively engaging with the brand. Compare this to the fleeting seconds of a TV commercial or social media ad. The campaign’s remarkably low 1.09% bounce rate indicates that families weren’t just scanning and leaving – they were staying, playing and forming meaningful connections with the brand.
What’s particularly compelling is the multi-generational appeal. In another example, Gulf Union’s Original juice campaign created an experience that worked across age groups. Younger children enjoyed the colourful Juice Run speed game, while older siblings challenged themselves with the IQ-based Juice Punch puzzles. Parents found themselves competing alongside their children on leaderboards, creating genuine family bonding moments around the brand.
Connected packaging naturally encourages family sharing and social amplification. Gulf Union’s shareable selfie feature – allowing users to don fruity tiaras or transform into mangoes – generated significant organic social media sharing. The KDD campaign saw over 2,600 shares across WhatsApp, X/Twitter and Facebook, with families proudly sharing their achievements and AR selfie creations.
This organic sharing represents invaluable earned media, as families become brand ambassadors within their social networks. When children excitedly show friends their connected packaging discoveries or compete with friends on leaderboards, they’re creating authentic word-of-mouth marketing that no traditional advertisement can replicate.
Exceptional value for advertisers
While the average cost per click for digital advertising hovers around £1.50, each scan on connected packaging is essentially ‘free’ as the consumer has already purchased the product. This cost efficiency allows advertisers to invest in higher-quality experiences that build lasting relationships rather than fleeting impressions.
Brands can track which games resonate most with different age groups, which regions show highest engagement, and even which times of day families are most active. This real-time feedback allows for immediate campaign adjustments that traditional media just can’t match.
Interestingly, creatively designed QR codes seamlessly turn products into brand experiences and dramatically out-perform QR codes on packaging that isn’t designed. According to SGK Research 2024, designed QR codes can achieve more that 10% scan rates vs 0.1% for undesigned codes. Advertisers an add real value and customer engagement by tapping into designed QR codes.
Connected packaging has reached its tipping point as a family-friendly media channel. It combines the safety and control that parents demand with the entertainment and fun interactivity for all ages to enjoy. For brands, it offers unparalleled engagement rates, cost efficiency and the ability to build lasting emotional connections.
As we look ahead, the most successful brands will be those that recognise connected packaging not as a novelty, but as an essential media channel to include within every advertising campaign. One that transforms everyday products into a gateway for safe, educational and entertaining brand experiences for the whole family.
