An advertising medium which allows brands more touch points through a swing tag on pack is being driven by Sonder Communications.
Bread Connect is a 7cm x 7cm double-sided laminated card attached to a plastic Kwik Lok tag which keeps bread sealed and fresh, according to the company.
The swing tag has been promoted as offering relevant advertisers multiple touchpoints with shoppers – from in-store to the home.
Bread Connect has also partnered with Shazam, allowing marketers to include codes on their advertising so users can have an interactive brand experience.
Sonder Communications has worked with large bakery brand Tip Top, and Flora (Unilever), Tassal Salmon, Western Star Butter (Fonterra), Up & Go (Sanitarium), So Good (Sanitarium), Avocados (HIA), IXL (SPC Brands), and Sunraysia (SA Brands) have each advertised on the Tip Top swing tag.
Sonder's co-founder Angus Frazer says Bread Connect "harnesses the power of the bread tag".
"For FMCG suppliers, often their most powerful and sizeable owned media asset is their packaging – it just needs to be unlocked appropriately," he says.
"There are now innovative ways to attach ad units to packaging, which circumvents the long and painful process of changing the actual packaging itself."
