Goodfood has cracked the (QR) code on mall activations

Goodfood has erected an oversized QR code at Sherway Gardens mall in Toronto that consists entirely of food and beverage items from its line of branded products. People who scan the code, which consists of 30 Goodfood products including butter, chewing gum and French roast coffee, are eligible to win one of 20 free meal-kits from the company.

While Canadians know Goodfood as a leading meal-kit brand, many are unaware that it offers an exclusive line of premium private label products to subscribers, said Jennifer Stahlke, executive vice-president of marketing at Goodfood. “[That] continues to be a key point of differentiation from competitors.”

The QR code is intended to increase consumer awareness of the private label products and chef-curated assortment of ingredients,” said Stahlke. A key metric will be how many times the QR Code is scanned, in addition to the sign-ups that follow. The company will also be tracking the percentage of those who are brand new to the Goodfood platform, versus those who are returning customers.

It has been an eventful year marketing wise for Goodfood, which previously created a Mother’s Day campaign featuring three spicy novellas around food bearing titles like “The Temptation of Fast Groceries” and “The Food She Desired,” and followed that up with a late summer campaign called “The Joy of Dinner” that referenced beloved TV painter Bob Ross.

“We have always rooted our marketing strategies in out-of-the-box thinking, aimed to not only increase brand awareness, but to clearly position Goodfood as the solution to meal-time in memorable and even unexpected ways,” said Stahlke. “As we return to normalcy following the COVID-19 pandemic, identifying unique stories and campaigns to engage Canadians is even more critical.

The more than eight-and-a-half foot tall QR code was created by Briony Douglas, a Toronto artist whose visual art blends surrealism and pop culture, and who has been much in-demand by marketers in recent years. Douglas has previously created 3D installations for the likes of KFC Canada, Canada Goose and Nespresso.

Chris Powell