Karo Syrup and Fisher Nuts are teaming up for the third consecutive year for a strategic marketing partnership with plans to leverage QR codes to raise brand awareness and entice holiday shoppers.

The two brands are joining forces to help drive more holiday sales and promote their products in-store during a season with heavy consumer traffic. In addition to using mobile to boost brand awareness, Karo Syrup and Fisher Nuts are also enticing consumers by offering a new twist on seasonal and holiday recipes.

?Mobile is all about immediacy and relevancy which are both critical to closing a sale in the store,? said Maryann Moschides, vice president of marketing at Scanbuy, Inc., New York. ?At Scanbuy we see consumers searching for product information, price matching at store, and viewing segmented messages as tools to save time and money.?

Reaching mobile
Fisher Nuts is attempting to reach the wide audience of mobile device users by placing QR codes on quarter pallets sent to retailers that link back to the brand?s landing page. Fisher is also planning to offer in-store customers tear pads with an enticing coupon deal to leverage the cross-promotional opportunity of the partnership.

Consumers that purchase two Fisher products 10 oz. or larger will be eligible to receive one Karo Syrup product free of charge.

?QR Codes work well to engage or inform mobile shoppers that are in consideration or post purchase mode,? Ms. Moschides said. ?With an inspiring call to action, and strong dual-brand message, Scanbuy expects the QR Code initiative will raise a deeper level of engagement for both Fisher Nuts and Karo Syrup brands.?

The partnership has also yielded five new holiday recipes for customers to enjoy, including Strawberry Chocolate Tartlets, Spiced Cranberry Walnut Tart, Oatmeal Butterscotch Cookies and Sweet & Crunch Snack Mix. More of these recipes will be featured on both brands? recipe sections on their Web sites and on their social media channels, including Pinterest and Facebook.

QR codes rising
QR codes have been gaining popularity for in-store brands seeking to bridge a gap between their physical products and digital offerings. Many beverage brands, such as Butcher?s Brewing and C. Mondavi & Family, are linking exclusive content, customized incentives and social media integrations to on-pack QR codes (see story).

QR codes that route back to interactive content provide an additional experience for the consumer, and make the brand much more likely to stay at the forefront of their minds. It also provides opportunities for additional ecommerce opportunities and the ability to bolster customer loyalty.

Toys ?R? Us is another top retail brand leveraging QR codes to extend its services. Customers that scan the code placed by the store entrance will receive access to digital store-specific maps designed to streamline the shopping experience and save time for on-the-go consumers (see story).

?Brands that do not engage in-store shoppers with some mobile trigger are at a great disadvantage,? Ms. Moschides said. ?QR Codes and other mobile engagement methods give products a voice to communicate with shoppers in-store, whether sharing recipes, product ingredients, or mobile coupons, shoppers are eager to receive information that could make their life easier or save them money ?both of which impact brand preferences.?

Final Take
Alex Samuely is an editorial assistant on Mobile Marketer, New York