Serving up inspiration
Omne (a foodservice marketing agency) partnered with Callebaut to bring chocolate sampling to life in a simple yet evocative way. Using web AR triggered via QR codes on sample-packs, recipients could explore recipes, videos, sustainability content and trend insights – all from their device. The app was built to boost engagement with professionals, elevating B2B connection in a crowded market.
The challenge
To connect Callebaut and its audience in a tangible, memorable way during a B2B campaign. The goal was to go beyond traditional marketing by using AR to make sampling immersive, inspiring and easy to access. The challenge included creating content that works across devices, could be updated on a regular basis, and strengthens the brand’s presence in the food-industry without requiring heavy installs or specialist hardware.
The process
We built a web AR experience triggered from sample-pack QR codes – no app download necessary – inviting recipients into an indulgent, colourful world of chocolate. All the user has to do is move their device to explore the content and tap the prettily-designed AR panels on screen to enjoy a feast of information, including products, recipe ideas, videos, Callebaut’s sustainability story, and the latest Dessert report into trends and industry insights.
The outcome
The experience feeds into Omne’s wider campaign for Callebaut, while creating an immediate and immersive connection between brand and customer. Plus, it’s sustainable – designed to enable the experience to be updated on a regular basis, to keep customers inspired and Callebaut fresh in their minds. So it’s no wonder it was nominated for Best Digital Experience at the B2B Marketing Awards 2023.
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