Situation: It’s become very popular in recent years for food companies to give lip service to farmers. There’s no mystery about why, research shows consumers think farmers rock. The problem is, a photo with a haystack doesn’t mean there’s a real farmer in the picture.
Approach: Since FreeBird chickens are always raised by family farmers, we wanted make it easy for consumers to tell who was real and who is a poser. Ads highlight specific farmers–by name, sometimes even their hobbies. The website features a channel for farmer videos. And package codes allows shoppers to trace the chicken back to the farm where it was raised. Packages also include QRCs that can be scanned to see a video of a family farm.
Outcome: Research shows we have a hit with consumers. Our QRC scan data and package source code usage continues to grow.