Do Crock-Pots make you think of the ‘70s and your grandmother’s cooking? Jarden Consumer Solutions (JCS) wanted to dispel the myth that slow cooking was old-fashioned, so it turned to Microsoft Tag to modernize its brand and engage today’s consumers on their mobile devices.
JCS added Tags to its packaging for Crock-Pot slow cookers, providing on-the-spot product information to help shoppers finalize their purchase decision. The company chose Tag primarily because its small size was easy to add to existing packaging design, the Tag could be printed in color, and the content behind the 2D barcode could be updated at will.
“Tag delivers an intuitive element for products that need extra communication,” says Lenna Conley of JCS Global Brand Development. “The technology improves our customers' shopping experience, allowing them to go from 0 to 60 a lot quicker, which benefits our brands in terms of ‘closing the deal’ in the most efficient manner.”
But JCS didn't stop there. The Crock-Pot brand has a vibrant community of slow-cooker enthusiasts, who look for ways to connect with each other and share recipes. So the company created a mobile app: a Crock-Pot slow cooker recipe finder that gives cooks the ability to plan meals while on the go – even at the grocery store. No matter where they are, shoppers can search over 800 recipes, select one at the touch of a button, and receive a customized shopping list right on their smartphone. What's more, shoppers can browse for recipes by ingredients, cuisine, courses, and try the shake feature, which brings up random recipes – perfect for adventurous slow-cooking fans.
To promote the mobile recipe finder, JCS added Tag to its Crock-Pot print ads. “Since using Tag, engagement rates have soared,” reports Conley. “They measure far higher than when a straight URL is printed in a magazine. We have seen an immediate uptick in the app downloads since using Tag in our print ads.”
JCS, a leading consumer-products company, also markets other well-known brands in small electrics, including Sunbeam, Oster, Mr. Coffee, and FoodSaver. It has added Tags to product packaging for its Margaritaville Liquor Chiller, taking users to a 3D animation about how to use the product at home. The company also plans to add Tags to Oster blenders and FoodSaver–branded packaging, leading to video product demos and infomercial footage.