The herb pig is promoted with an AR app

The herb pig is intended to bring meat closer to customers who do not like pork. An augmented reality app will also help.

Pro-meat propaganda has to be convincing in this day and age, and pork in particular is controversial among many people. Pork consumption in Switzerland is declining at a high level. Of 52 kg total meat consumption per capita, pork covers almost half. Mr and Mrs Swiss had a per capita consumption of 21.64 kg of pork in 2018. Total pork consumption decreased by 2.5 % compared to the previous year.

The Kräuterfleisch brand wants to buck the trend. Due to the very white colour of the fat, the herb meat is immediately recognisable. In addition, a striking difference is also noticeable in the taste. "The herb pig offers the chance to make even customers who disdained pork in the past happy again," Peter Stadelmann is sure.

The herb pig is now advertising with an innovative app that offers an AR experience. The experience on the mobile phone is intended to playfully report on the production of the premium product. At Google Play or in the Apple Store the app can be downloaded.

AR Branding

The concept is not entirely new. Thus brought EDEKA Southwest Meat already made their farmers talk via an AR app last year. Using the so-called "Harry Potter" effect, various meat farmers become visible and talk about themselves and their principles directly on the medium when the packages are scanned. The augmented reality platform called CouplePlatformThe new AR app, which is available in German and English, enables companies to brand augmented reality apps themselves and produce AR content independently, without any special technical knowledge. In this way, completely new communication possibilities are created. Consumers can receive additional digital information about meat products via posters, flyers, brochures and products. The respective medium is recognised and the content previously configured via the augmented reality platform is played immediately.

This makes perfect sense in this day and age, when consumers are critical. Whether one can boost the consumption of pork via AR remains doubtful. People who don't like pork are unlikely to scan a package and change their mind based on the content.

Source: bauernzeitung /appear2media.