One winner of the COVID-19 pandemic is the once-snubbed QR code. Now universally used, scanning them has become second nature to consumers – from checking into venues and ordering food and drink in restaurants, to logging into online accounts. Already utilised by brands on packaging, from wine and soft drinks to milk and yoghurt, the humble QR code has reached a tipping point for marketers.
Packaging is extremely targeted marketing. It’s a direct gateway to a customer who has already bought the product or is in the store aisle about to buy something similar. Most consumables are never decanted so...