Francesco Rinaldi has given its traditional pasta sauces a 21st century twist by adding augmented-reality technology to its packaging.

The Francesco Rinaldi AR App (available via the Apple Store or Google Play) enables consumers to pick up the jar from the shelf, scan it and hear the story of the product directly from brand mascot Mrs. Rinaldi.

“Through AR, we are looking forward and focusing on technology, while staying true to our traditional pasta sauce recipes and Italian culture,” says Mary DeMarco, creative and branding director for brand owner LiDestri Food and Drink. ““The app enables us to reach a new generation of pasta sauce lovers by being innovative and disrupting tradition a little.”

To activate the AR feature, consumers download the Francesco Rinaldi AR App, open it, and point the camera at the jar. Then, Mrs. Rinaldi shares one of three messages about the products or new shatterproof container. Photo: Jenni Spinner

The AR technology features three different messages covering different aspect of the sauces, products and packaging.

• In one, Mrs. Rinaldi discusses the Alfredo sauces.

• In another, she talks about the recently introduced organic sauces (Basil, Onion and Garlic, Pomodoro and Portobello).

• Finally, one message talks about the brand’s new “Living Jar.” Replacing the previous glass jar, this shatterproof, polyethylene terephthalate (PET) container is designed to be lighter weight for a smaller eco footprint.

Other than the graphic design, the packaging was unchanged.

The AR-enhanced packaging rolled out across the U.S. in November. DeMarco says while the jars have been on the shelves only a few weeks, initial consumer and retailer response has been enthusiastic.

Freelance writer and former Packaging Digest senior editor Jenni Spinner is a trade journalist with two decades of experience in the field. While she has covered numerous industries (including construction, engineering, building security, food production and public works), packaging remains her favorite.

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