Yeo Valley Organic, Britain’s largest organic brand, has launched scannable QR codes that have been shaved into the hides of all 400 of their own British Friesian cows, to celebrate the national rollout of their connected packaging.
Yeo Valley Organic briefed its connected experience agency SharpEnd to carefully shave all their herd with this increasingly popular scannable technology that has made a real comeback during Covid. Each ‘Moo-R Code’ is unique to the cow and links the scanner to a profile page – almost like each of them having a Facebook profile.
The Moo-R code coincides with their announcement of QR Codes being included permanently across all of their product packaging moving forward – incorporated as part of the brands move towards fully recycled materials. Each product QR Code links the user to their loyalty programme, along with extras like time-based recipe content.
Adrian Carne, managing drector of Yeo Valley Organic, says: “We like to stay one step ahead of the herd, and just like our cows with their unique markings a Moo-R Code can tell you so much about your product and its benefits, particularly in our case highlighting the value of organic farming.”
Cameron Worth, founder of SharpEnd, says “Over the last 12 months, consumers have become used to seeing black and white barcodes appearing everywhere. We really want to milk the success of the “always on” connected packaging across the product portfolio and working with the cows was as organic progression in the campaign.”