From virtual makeup to virtual furniture, augmented reality is well on its way to becoming a powerful marketing tool. Here’s how salt supplier Morton is adding its own flavor to the trendy tactic.
The Erase Food Waste experience sees the food brand tap into augmented reality to teach home cooks what to do with less-than-fresh ingredients. From blackened bananas to less-than-prime potatoes, 31% of the food consumers fail to eat gets thrown away, according to the Department of Agriculture. Morton’s new move helps users get the full potential of their foods to cook uncomplicated recipes like “
Aside from the fact that salt is used in a dizzying number of recipes, Morton has actually been on a mission to reduce food waste since 2016, and not just because consumers continue to be privy to brands with a higher purpose. Salt is more than an essential ingredient, it’s also used to preserve foods. That in mind, Morton hopes to also remind users that salt can be used to both season and sustain. Interestingly enough, the brand says it wants to target the millennial consumer. As such, the initiative is full of puns and witticisms to tickle the demographic’s fancy, like “Let’s avo look, shall we?”, for example, when a user clicks on an avocado.
During the pandemic, consumer preferences evolved, as did brand tactics. As such, quality visibility became hard to find and brands were forced to re-evolve and reimagine their marketing plans according to Gartner’s report on the topic. By becoming the name behind an initiative like this one, Morton can mature beyond its identity as a single ingredient and get a virtual taste of life as a multi-purpose mover and shaker.