Welch’s partnered with Flowcode to show customers information about Welch’s sustainability initiatives. Consumers nationwide scanned the Flowcode to get access to Welch’s sustainability reports and connect with the company to learn more about their efforts. This initiative not only built trust in the brand’s values but also allowed Welch’s to grow their customer relationship management (CRM) by capturing customer contact information.

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Partner Overview

Welch’s is a well-known brand in the beverage industry, particularly famous for their grape juice products. Focused on promoting sustainability, Welch’s wanted to build trust with eco-conscious consumers and grow its CRM database by engaging with fans interested in their environmental efforts.

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Challenges & Objectives

Welch’s was looking to build a stronger brand identity around their sustainability initiatives. The main challenge was finding and retaining a target audience that shared their values. Additionally, Welch’s wanted to grow their CRM through consumer engagement but faced difficulty reaching and connecting with the right audience.

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Solution

To address these challenges, Welch’s teamed up with Flowcode to place QR codes on their beverage packaging. When scanned, these Flowcodes directed consumers to digital content showcasing Welch’s sustainability reports and newsletters. This allowed the brand to educate its audience about their environmental efforts while capturing emails from interested consumers. By leveraging Flowcode, Welch’s was able to build a direct channel of communication with sustainability-focused customers.

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Results

• Engaging Thousands of Consumers: Over the course of the campaign, Welch’s saw 14,128 total scans, showcasing strong interest in their sustainability initiatives and successfully driving consumer interaction from offline channels to online content.
• High Engagement with Digital Content: With a 55% click-through rate, more than 5,223 consumers actively engaged with the content linked via the Flowcode, indicating that over half of the audience who scanned were deeply interested in learning more about Welch’s sustainability efforts.
• Converting Interest into Leads: Welch’s achieved a 5% conversion rate, with consumers not only engaging but taking the next step to submit their email addresses, turning offline curiosity into valuable CRM growth.

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The Future of Consumer Engagement

With the success of this Flowcode partnership, Welch’s plans to continue integrating digital engagement into their product packaging. By offering interactive experiences that align with their company values, Welch’s will further build consumer trust and brand loyalty. This model of engagement represents the future of consumer interaction—bridging physical products with dynamic digital experiences, all while maintaining a commitment to sustainability.