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An article from
Dive Brief


WELCH’S FRUIT SNACKS TIES BIG GAME GIVEAWAY TO QR CODE-ENABLED ADS

Published Jan. 18, 2023
Peter Adams Senior Reporter
 * 
 * 
 * 
 * 
 * 

Courtesy of PIM Brands Inc.


DIVE BRIEF:

 * Welch’s Fruit Snacks is running a giveaway promotion through QR code-enabled
   TV ads, according to a news release. The effort is timed ahead of the Super
   Bowl on Feb. 12.
 * This marks the first time the brand’s parent company, PIM Brands, has applied
   QR codes in its advertising. A new spot running on connected TV (CTV)
   platforms and linear channels stars NFL player Mark Andrews and features a
   code that can be scanned via smartphone to enter the contest through Jan.
   31. 
 * The omnichannel campaign was executed with QR code specialist Flowcode and
   promises the grand prize winner a smart TV, home theater and additional
   goodies for the ideal game-day viewing setup. 





DIVE INSIGHT:

Brands continue to experiment with QR codes in TV advertising to tap into
mobile-first habits and get better visibility into engagement with their video
creative. Welch’s Fruit Snacks is enticing people to whip out their smartphones
and scan its latest spot with the promise of prizes that will enhance football
viewing parties and through the appeal of Andrews, a tight end on the Baltimore
Ravens. 

While the campaign isn’t actually running around the Super Bowl, it leans into
excitement in the weeks ahead of the big game, with a grand prize package
including a smart TV, home theater, $500 gift card, cornhole set and large box
of fruit snacks. Welch’s Fruit Snacks is deploying the tech-powered ads on CTV
platforms including YouTube and Hulu and traditional broadcast channels CNBC and
ESPN, angling to reach a sports-friendly audience. Social elements round out the
media mix. 

Interest in QR codes appeared on the wane until the outset of the pandemic,
which forced many companies to devise contactless ways of conducting business.
At the same time, the adoption of internet-connected TV exploded, resulting in
more omnichannel advertising strategies that link multiple screens together. 

The Super Bowl has inspired some innovative applications of QR codes in recent
years. Cryptocurrency marketer Coinbase produced one of the buzziest big game
commercials in 2022, showing a QR code bouncing around an otherwise blank screen
for 60 seconds. The minimalist commercial, which reportedly cost $14 million to
air, led to a surge in sign-ups for the exchange, though that proved to be only
a short-term boost. Coinbase’s prospects have dimmed amid a broader crypto
winter in the time since. 

Packaged goods brands could value QR code-enabled TV ads for other reasons.
First-party data acquisition has become a growing mandate for the category as
the deprecation of third-party cookies looms. The Welch’s Fruit Snacks Big Game
Giveaway asks participants to share their name, age and email to enter the
sweepstakes.

Welch’s Fruit Snacks is marketed by PIM Brands, a snack and confectionary
company, while the Welch’s known for its jams and jellies is owned by the
National Grape Cooperative Association. 


RECOMMENDED READING

 * Welch’s® Fruit Snacks and Flowcode Launch Omnichannel Media Campaign for The
   Big Game featuring Professional Football Player, Mark Andrews PIM Brands Inc.
 * Ad blitz: Tracking every marketing play for Super Bowl LVII By Marketing Dive
   staff • Dec. 19, 2022

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 * share
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Filed Under: Brand Strategy, Mobile, Video


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EDITORS' PICKS

 * Permission granted by American Eagle
   
   
   INSIDE AMERICAN EAGLE’S HOLIDAY SOCIAL MEDIA STRATEGY
   
   The Gen Z retailer looks to immerse consumers in celebrations as company
   research found this holiday season is all about “revenge living.” 
   
   By Jessica Deyo • Oct. 31, 2022
 * Layla Bird via Getty Images
   Deep Dive
   
   
   MARKETERS LOST THEIR CREATIVE VERVE AMID DELUGE OF CHALLENGES
   
   Once-promising categories like crypto went silent due to an economic rout,
   while much of media investment flowed to performance channels that don’t
   inspire much in the imagination.  
   
   By Peter Adams • July 12, 2022


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COMPANY ANNOUNCEMENTS

View all | Post a press release
Alchemer Acquires Apptentive, Market-Leading Mobile Feedback Platform
From Alchemer
January 04, 2023
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the Personali…
From The Agile Brand
January 11, 2023

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Editors' picks
 * Permission granted by American Eagle
   
   
   INSIDE AMERICAN EAGLE’S HOLIDAY SOCIAL MEDIA STRATEGY
   
   The Gen Z retailer looks to immerse consumers in celebrations as company
   research found this holiday season is all about “revenge living.” 
   
   By Jessica Deyo • Oct. 31, 2022
 * Layla Bird via Getty Images
   Deep Dive
   
   
   MARKETERS LOST THEIR CREATIVE VERVE AMID DELUGE OF CHALLENGES
   
   Once-promising categories like crypto went silent due to an economic rout,
   while much of media investment flowed to performance channels that don’t
   inspire much in the imagination.  
   
   By Peter Adams • July 12, 2022

Latest in Brand Strategy
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   By Jessica Deyo
 * Avocados from Mexico gives Super Bowl parties a glow up with Pantone
   By Peter Adams

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