The leading food manufacturer, Simplot, unveiled a new immersive consumer experience for its Birds Eye Ocean Selections in partnership with Wunderman Thompson.

The new augmented reality tech platform will help promote the brand’s new product range that makes cooking fuss-free, targeting consumers who desire more seafood in their diet. The Birds Eye Fish Catching Adventure transforms the users’ homes into a virtual ocean world where they can play a fishing game while waiting for their meal to cook.

The experience allows for several interactions, such as featuring custom content to match the fish type they’re cooking, highlighting the product story uniquely.

Katie Saunders, General Manager Marketing at Simplot, said, “We have seen a rapid acceleration in consumers’ technology habits. It’s posed a question of how we best connect with consumers in a digital-led world. This is an exciting initiative to create an engaging, immersive experience for consumers, supported by our creative partners Wunderman Thompson.”

Wunderman Thompson Australia’s Chief Innovation and Technology Officer, Martin Beecroft, said, “As consumers look for deeper engagement with brands and products, particularly in the retail sector, Simplot is leading the way in providing highly valuable and entertaining experiences.”

“The game brings the ocean to life to educate and help consumers learn more about the fish they eat, whilst being a lot of fun. Built using the 8TH Wall developer platform and using screen interactions, the game brings a real-life, augmented feeling to the whole experience,” he added.

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