Turning every meal moment into a digital touchpoint
How Unilever Foods scale connected packaging for global impact
Challenge
Unilever Foods needed to unlock engagement in a high-frequency, high-potential category by using packaging as an always-on media channel—driving relevance, education, data capture and future regulatory readiness.
Approach
A global Connected Pack programme was expanded across brands and markets, pairing clear CTAs with culturally relevant digital experiences, supported by media and strong execution standards. Accessible QR was scaled to ensure inclusive access, while real-time data shaped continuous optimisation.
Business impact
High engagement at scale
Strong year-on-year scan growth and consistently high-performing markets and packs.
Stronger consumer value
Recipes, AR, challenges and education delivered deep engagement and longer dwell times.
Future-ready foundation
Accessible QR expanded globally and AI-enabled packaging now in development.
