Meyer Natural Beef is a premier meat producer, raising cattle without antibiotics or added hormones to produce the best-tasting meat. Meyer’s customers want to learn more about its food sources and farm practices, so the company needed a way to communicate this vital information near the product.
However, most retailers have "clean case" initiatives that minimize the amount of advertising space available on meat coolers, so Meyer turned to Microsoft Tag, and transformed its product packaging into an online, interactive information center. Now, customers can easily look up detailed information and videos about its meat products while they’re standing in the aisle.
Meyer heard about Tag from its advertising agency, Sullivan Higdon & Sink (SHS). The agency ran extensive tests comparing Tag to other Quick Response (QR) code solutions, and chose Tag based on its analytics tools, ease of downloading the Tag app to smartphones, and availability on multiple mobile platforms.
Tag is also easy to use, which Meyer discovered when SHS demonstrated Tag to the marketing team. "I was able to get up and running and scan the Tag before they had even finished their sentence,” says Chris Anderson, Meyer marketing director.
Meyer loves that it can frequently update the content behind the Tag, extending the life of product packaging. "Tag's flexibility is uniquely positive for our business,” notes Andersen. “There’s a great deal of lead time and inventory required in producing point-of-sale elements and labeling…that flexibility is absolutely critical. We couldn't do it otherwise."
Meyer is using Microsoft Tag on product packaging nationwide. In the future, it plans to use Tag for coupons, sweepstakes, and table tents at restaurant chains, educating customers on the value of Meyer beef. “This is just the tip of the iceberg for us,” Anderson says.