AR in FMCG Marketing—Interactive Food Promotion Strategies

Looking for new ways to promote your snacks and reach new customers in the digital world? See what AR can do for you in FMCG marketing.

The essence of sugary and salty snacks lies in their unique taste, which can’t be captured through traditional online ads. Thus, bringing FMCG marketing to the digital world requires thinking outside the box—especially when it comes to food promotion strategies. 

The key to a successful campaign, while staying true to your product’s core, is offering online audiences a new, engaging way to experience your product.

One way to achieve this is through Augmented Reality—an easily accessible, engaging tool that makes your campaign more memorable for social media users. The possibilities with AR are vast, offering many ways to tailor the experience to the specific needs of your campaign.

So, what should you focus on? 

Interactivity

In our experience, the best way to create a successful AR campaign for FMCG brands in the food sector is to prioritise interactivity. By allowing users to actively take action instead of just viewing the ad, you not only increase the time they spend with your campaign but, at the same time, build meaningful relationships with your customers thanks to the entertainment that comes with the experience. 

For example, in our collaboration with the Kaktus ice cream brand, we designed an AR-based challenge in which users created a video using the AR Effect, simulating a playful conversation between sweet and sour personalities, impersonating two flavours and reflecting the campaign’s theme. This solution generated excitement around the campaign, as users creatively prepared their own scenarios, engaging directly with the brand.

The beauty of Augmented Reality is to blend creativity with technology, offering countless ways to develop an experience that resonates with your audience while staying true to your product’s theme. If done well, an AR campaign can spark interest, increase UGC, and improve your brand’s image. 

Here are key features to consider for creating compelling interactivity:

👉Head Tracking
👉Hand Tracking
👉Body Tracking
👉Face Masks

How can you seize their full potential? If you want to inspire users to engage with your campaign, you need to make it truly worth their time. Focus on creating an entertainment-driven experience that feels both fun and rewarding—like an AR game that creates a challenge and delivers a sense of accomplishment. 

💡 In our collaboration with Milka, users had to jump as high as possible, controlling the game with their heads and gaining additional points by collecting Milka’s new chocolate bars. The campaign was designed to meet the needs of today’s audiences, offering entertainment and genuine interaction rather than passive viewing. 

AR Games

AR games offer brands a unique opportunity to enhance campaign engagement. With just a smartphone required to play, these games provide an accessible and universal experience for users who are increasingly seeking stronger connections on social media, beyond simple purchase opportunities.

For FMCG brands specializing in snacks and sweets, there are endless creative possibilities for designing the ideal AR game. One option could be a tasting-inspired game, where players use head-tracking technology to “catch” your product with their mouths—just like we did in our campaign for Lay’s.  

While the users may not actually taste the flavour, they earn points and receive a score to challenge themselves to beat, keeping the experience engaging and fun. 

The Potential of AR in FMCG Marketing

But that’s just one way to incorporate AR into your FMCG marketing strategy. Interactivity can look different, depending on the number of features you decide to use and mix—whether it’s catching it with their hands, using head movements to navigate the game, or controlling it with facial expressions. 

This approach puts the user in the spotlight, creating an engaging and personalized experience that encourages interaction with your brand. By allowing users to actively participate, they develop a stronger connection with your brand, fostering long-term engagement and loyalty.

worth the attention