TrackEasy is a digital experience that allows mums to track and trace where the baby powder milk comes from. It traces the product from the grass to glass, and mums can check which batch of farms in the NL the milk was collected and under which circumstances.
Case description
TrackEasy is a digital experience that allows mums to track and trace where the baby powder milk comes from. It traces the product from the grass to glass, and mums can check which batch of farms in the NL the milk was collected and under which circumstances.
Case goals and results
Inform the Chinese market that FrieslandCampina fights copycats by testing all products for authenticity, especially products as important as milk for infants. Consumers are pushing for increased transparency concerning the sourcing of food and ingredients, favouring trustworthy and transparent brands above anything. It was tested in CN/HK/RU and scored high in differentiation and relevancy, thus helped in brand consideration. There are no results yet since the project went live end of July, but the products with the QR code arrived on HK market last month. We are still measuring the impact.
Challenges
The challenge was to connect all the pieces will multiple external dependencies
Community contributions
The project helps people especially in Asia to track and trace their products against fraud. There used to be issues with contaminated milk before, so food safety is very important.
Why should this case win the splash awards?
We believe that we have created a great project that provides and ensures security and peace to moms. Every mom wants to give her baby the best products and throughout this project, we make sure, that the babies get high quality products
