8th Wall Blog
Morton Salt seeks to erase food waste using WebAR experience
The immersive experience includes an animated cast of leftover fruits and veggies enacting playful scenes accompanied by delicious and easy recipes
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For the rollout of its new packaging look, Morton Salt has launched a web-based augmented reality experience that inspires home cooks to get creative with their uneaten foods. The experience, which is part of the company’s larger mission to erase food waste, enables customers to engage with the Morton brand in several fun and educational ways.
According to the USDA, 31 percent of the food supply gets thrown away or uneaten, resulting in approximately 133 billion pounds and $161 billion worth of food waste. To combat this, Morton Salt is using WebAR to provide customers with recipe inspirations based on the ingredients that they already have in their fridge or pantry.
“As consumers continue to spend more time at home cooking and bringing new digital tools and technology into the kitchen, this is the perfect time to deliver an all-new experience with the Morton brand,” said Denise Lauer, Chief Marketing Officer, Morton Salt, Inc.
Customers can instantly access the AR experience by scanning a QR code on specially marked Morton culinary products with their smartphone which opens a “salt portal” in their physical world space. The immersive experience reveals an animated cast of leftover fruits and veggies enacting playful scenes, including “couch” potatoes watching TV, a vacationing grapefruit and onions doing yoga. Each skit is accompanied by a delicious and easy recipe to repurpose the forgotten food.
Once customers have gone through each skit, they are given the option to continue using the WebAR experience or check out the full Erase Food Waste recipe book on the Morton Salt website. If customers are feeling inspired to help erase food waste, they can tag and share their meals inspired by the Morton Salt recipes on their social media accounts.
Image provided by Morton Salt
Created by Next/Now Digital and powered by 8th Wall’s technology, this experience is accessible in the browser which means that no app is required. Customers can purchase these specially marked Morton culinary products through July 2021.
Read more about this experience on AdWeek and Packaging World.
Learn how you can help erase food waste in augmented reality by tapping here.