Simplot has introduced an augmented reality (AR) element into its new range of Birds Eye seafood packaging using QR codes.

In a first for Birds Eye, the centrepiece of the new campaign is an innovative AR fishing game that consumers can engage with by simply scanning the QR code on the Birds Eye Ocean Selections range pack.

Launched in November 2021, Simplot has also partnered with health and fitness expert Sam Wood for the Birds Eye Ocean Selections range.   

“The new AR game is a great way to get the whole family involved in the kitchen. I’m stoked to be partnering with Birds Eye to share how easy it is to get healthy seafood into everyday meals – and the game is an absolute cracker,” Wood said.

Not only do people get to ‘catch’ the fish of the day, but they will also hear directly from Sam Wood and gain access to exclusive content and simple and delicious seafood recipes using the QR code on the packaging.

In addition, players can enter to win one of 100, three-month 28 by Sam Wood memberships.