What’s wrong with this picture?
What if I told you that this is the back of a pizza box?
As in, typically not the side of the box you look at when deciding on what pizza to buy.
Can you guess?
Well, before I get into it, I do think this brand is on to something with a couple of compelling pieces of content that might affect someone’s decision when buying frozen pizza:
1. “Consumer” reviews
2. Access to more information about their fresh ingredients (through the QR code)
To what extent either of these are actually drivers in the frozen pizza decision making process, I have no idea. But what I do know is that people are much more likely to make that decision based on what they see on the front of the box. Maybe the little bitty side, too, where all of the healthy (or not) ingredients are. But not the back.
I’ve said it before and I’ll say it again, if you want someone to use an enabling technology like QR codes, then they have to be accessible. Especially in this instance, they must be in a convenient place where it’s not hard – much less not visible – to interact with. This is a simple rule.
But I think the biggest thing, beyond enabling technology or QR codes, is hiding what could be powerful word-of-mouth recommendations, which could definitely change purchase behavior. If no one reads them, how good/effective are they? (Nevermind that these aren’t particularly glowing recommendations.)
What this box teaches me is that despite how good your ideas are, if you’re not doing everything you can to make them visible and easy to interact with, then they will likely have 0 impact.