Since the COVID-19 outbreak, omnichannel marketing is on the rise, with QR Codes playing a major role in its execution.
According to Omni’s reports, there’s been a 14.8% increase in consumers’ preference for omnichannel campaigns over the past two years.
From achieving brand transparency to increasing customer retention, QR Codes on food packaging opens up plenty of opportunities for the food and beverage industry to thrive.
Seen as a source of innovation to connect the digital and physical worlds, QR Codes on food packaging are a stellar way to connect with consumers and adapt to their ever-evolving needs.
What is a food QR Code?
A food QR Code is one that shares detailed information about a food product. It helps brands become transparent with consumers and aids them in making informed decisions before purchasing. Whether it’s for authenticity, food traceability, or enhancing the consumer experience, food QR Codes help businesses achieve their goals.
7 ways to use QR Codes on food packaging
#1. QR Codes for nutritional information and allergens on food packaging
A significant product packaging trend is establishing authenticity for your products. It’s a means for safeguarding your brand’s reputation and building credibility.
According to Stackla’s survey, 90% of consumers have said that authenticity is important when deciding which brands they like and support.
Use QR Codes on food packaging to share nutritional information and allergens contained in the product. Consumers can scan these QR Code food labels while shopping in the aisles and access in-store information to sway their buying decisions.
According to Label Insight’s report, 94% of consumers say it’s important that the brands they buy from are transparent about what’s in their food and how it’s made.
This further proves the relevance of QR Codes for nutritional information and their impact on the consumer buying behavior.
#2. QR Codes on food packaging for food traceability
Leverage technologies like QR Codes for food traceability to track and trace your F&B products to ensure that it’s of the highest quality and fit for human consumption. Better yet, you should share this information with consumers to ease their purchase decisions.
Use a QR Code for food products to share your product’s journey from the farm to the store.
Allow consumers to trace the origin of your product and its ingredients with QR Codes for food traceability. This alleviates stress about your product’s authenticity and results in improved brand credibility.
Statista’s study indicates that 61% of consumers want more transparent information on the origin of a product’s ingredients.
#3. QR Codes on food packaging to enhance social media engagement
More than 4 billion people around the world now use social media each month, and an average of nearly 2 million new users are joining them every day.
You can also direct them to your latest posts for a like and share. Curate fun social media games to boost your brand appeal and elevate the consumer experience.
Use Facebook QR Codes to link to your online business profile where consumers can engage with your brand, ask questions, increase your social media visibility, and ultimately drive website and in-store traffic.
This improves your brand’s likeability factor, increases social media visibility, and drives repeated purchases.
Capitalize on consumers’ needs for trying out recipes for themselves by printing QR Code food labels. Display your product’s numerous capabilities and nudge them towards making quick purchase decisions.
You can also create and embed a TikTok QR Code on the food packaging to link to TikTok video recipes to engage your consumers whether it’s before or after the purchase.
QR Codes on food packaging: Things to keep in mind
#1. Add a frame with call-to-action to your food QR Code
Add a frame to your food QR Code along with a call-to-action text. Give your QR Code an actionable intent to prompt consumers to scan it.
Tailor your CTA to be consumer-centric and personalized for quick response times and higher conversion rates. According to HubSpot’s research, personalized call-to-actions convert 202% better than basic ones.
#2. Pick the right QR Code size for food products
One of the most common mistakes is printing your QR Code too small, rendering it unreadable by your smartphone.
The standard size of your QR Code depends on the 10:1 distance to size ratio between your smartphone and the QR Code. This means that the distance between your phone and the QR Code should be ten times the size of your code (in inches).
For example, if your QR Code is 1 inch in size, it should be scanned from a distance of 10 inches.
Otherwise, your QR Code’s standard size should be at least 0.4 inch x 0.4 inch (1 cm x 1 cm). This size is suitable for QR Codes on food packaging.
For iPhone users, QR Code size won’t be an issue anymore. The newest iOS 14 update makes it easier to scan QR Codes even if they’re small in size or wrapped around an object.
#3. Provide instructions for scanning food QR Codes
Not all consumers are familiar with scanning food QR Codes. To make it easier for them, provide brief instructions on your food packaging.
Make sure that you include details such as the versions of Android (Android 8 and higher) and iOS ( iOS 11 and higher) required to scan QR Codes using their smartphone’s camera.
If consumers’ smartphones aren’t upgraded to the latest Android or iOS versions, they may need to download a QR Code scanner app. To help them, provide a link to a QR Code scanner app that they can install.
#4. Add a brand logo to food QR Codes to reinforce branding and trust
Incorporate your brand’s logo in your QR Code for instant brand recognition. Consistent brand representation increases revenue by 33% (Lucidpress).
Pam Moore, CEO of Marketing Nutz, states that it takes 5-7 brand impressions for consumers to remember your brand.
This furthers the need for QR Codes to amplify brand consistency across all campaigns.
#5. Use dynamic QR Codes for food products
Oftentimes, it’s an immense task to reprint QR Codes for every new campaign rollout. It increases printing costs and has detrimental effects on the environment due to the amount of paper wastage.
Dynamic QR Codes solve this problem and enable you to modify QR Code campaigns at any time. The new changes are instantly visible on food packaging.
Better yet, a dynamic QR Code for food products is a trackable QR Code that allows you to track the number of scans, the devices used, and their locations. The in-built analysis lets you measure campaign success and determine which channel garners the most traction.
In collaboration with the Italian National Agency for Tourism, Nutella, manufactured by Ferrero, launched their Ti Amo Italia (I Love You Italy) campaign.
The campaign’s 30 limited edition Nutella bottles include QR Codes to allow consumers to access a virtual tour of Italy’s historical landmarks such as Venice in Veneto, Cinque Terre in Liguria, and Lake Como in Lombardy, to name a few.
The purpose of this campaign is to let consumers virtually travel to Italy’s most vibrant locations from the comfort and safety of their homes.
#3. Tetra Pak incorporated QR Codes to promote sustainability practices
Tetra Pak, a leading food packaging and processing company, used QR Codes on its packaging to educate consumers on its sustainability practices. Consumers could scan the URL QR Code to access games that followed the themes of reduce, reuse, and recycle.
The campaign achieved 43,397 QR Code scans on packaging, 49, 584 users that played the game, and 513, 951 web page views with an average of two minutes spent on the page.
#4. Sensei Farms utilizes food QR Codes to provide information and catalogs
Sensei Farms, a Hawaiian produce brand, uses QR Code food labels on its packaging. Shoppers on scanning are guided to the farm’s website to learn more about its range of products and access nutritional information and recipes.
Sonia Lo, CEO of Sensei Farms, states that the brand’s vision is to inspire wellness in the people of Hawaii.
QR codes are one of the simple, yet dynamic technologies that will pave the way for a smarter agriculture industry, helping consumers to better connect with their foods and Sensei Ag to better understand customer eating and purchasing preferences.
Futurity Manufacturing, a New Zealand-based packaging brand, partnered with The Longline Classic to provide customized bottles to event-goers at their concert. Each bottle featured a QR Code that directed consumers to a website that contained the setlist. It also linked to a map of the site and access to free merchandise, tickets, and VIP experiences.
Frequently Asked Questions
1. How many users scan QR Codes on food packaging?
Response Media’s study shows that 92% of consumers want access to transparent information on the product’s labeling. This validates consumers’ need for accessing information by scanning QR codes on food packaging.
Moreover, 65% of consumers scan QR Codes for financial gain in the form of cashback, rewards, and incentives (Source: Packaging Europe).
2. How do I print my food QR Code?
After creating your food QR Code, you can download it in five formats – SVG, JPG, PNG, EPS, PDF.
3. How do I create a QR Code for food products?
Step 1: Go to Beaconstac’s QR Code Generator. Step 2: Select the QR Code type (URL, SMS, Call, Email, vCard, Plain Text). Step 3: Fill in the required fields. Step 4: Customize your QR Code by adding a logo, modifying the eye color and shape, and the background color. Step 5: Test the QR Code by scanning it. Step 6: Download the QR Code.
4. What are the benefits of using QR Codes on food packaging?
Technological edge over competitors
Analytics of campaign performance
Food transparency and authenticity
5. Can I white label my food QR Code?
Absolutely. With Beaconstac’s robust QR Code generator, you can use a custom domain, add your logo, and customize your QR Code to represent your brand throughout.
6. Will QR Codes on food packaging still be relevant in 2021?
Yes, QR Codes will still be relevant in 2021. Since the global pandemic has altered consumer behavior and attitude, brand managers have adopted digitalized product packaging to adapt to this shift.
The global smart packaging market is estimated at $5.3 billion, with a growing CAGR of 8% by 2021 (Source: Packaging Europe). Hence, QR Codes are seen as a viable option for creating omnichannel marketing strategies across various business verticals.
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