Kraft Fuels Up on Mobile to Sell More Summer Cheeseburgers

Augmented reality looks to make over food packaging


Consumer-packaged goods giant Kraft is dialing up its digital investments this summer with the "Great American Bacon Cheeseburger" campaign (which runs through Labor Day) for 14 different summer-themed products including cheese, pickle relish, mayonnaise and BBQ sauce. 

Shelf flags in Walmart Super Centers nationwide prompt consumers to download the Blippar app to scan the in-store collateral or logos. Both pieces of marketing link to digital recipes and assets around a bigger summer campaign and sweepstakes with country singer Brad Paisley called "Paisley Points."

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