Fruit snacks may not necessarily seem to go along with the nachos, wings and beer that are generally part of a Super Bowl spread. But that’s not stopping Welch’s from trying to capitalize on “the big game.”
The venerable snack brand has launched an omnichannel campaign that will award a few lucky consumers with prizes (including a home theater setup, cornhole sets, and Welch’s Fruit Snacks). The effort, which began appearing this week, features Baltimore Ravens tight end Mark Andrews.
“Mark is a lifelong fan of Welch’s Fruit Snacks, and we felt as though the partnership made a ton of sense for both parties,” said Kevin Rennie, brand manager for Welch’s Fruit Snacks at PIM Brands, Inc. “His success on the field has led to popularity across different audiences and his charity work and values off the field made him a perfect fit for the brand.”
The campaign marks the first time the brand has used QR code technology in an advertising campaign. To develop the promotion, PIM Brands worked with Flowcode to develop a TV-optimized code that consumers can scan with their smartphones to enter the sweepstakes.
Long dormant as a marketing tool, QR code usage surged during the COVID-19 pandemic. According to Michael Scalera, marketing director for Welch’s Fruit Snacks, more than 83 million consumers scanned a QR code in 2022, with the number expected to grow to 99 by 2025.
“The timing felt right with the resurgence of QR code usage post-COVID,” Scalera said. “This trend, combined with our relationship with Flowcode provided us with the confidence that this would be a seamless user experience.”
The “Welch’s Fruit Snacks Big Game Giveaway” will run through January 31, with commercials running on both connected TV, such as YouTube and Hulu, and linear platforms, including CNBC and ESPN, as well as on social channels.
