Cooking oil brand Sunny, a leading blended oil brand in the United Arab Emirates (UAE) owned by IFFCO, in partnership with the global leader in connected packaging, Appetite Creative, has launched a new AI-driven interactive smart packaging experience to make life easier in the kitchen.
In a new campaign, ‘Keep it Smart, Keep it Sunny’, the brand aims to highlight the benefits of using quality cooking oil. It shows customers how the product can save time in the kitchen, freeing them up to spend with their family and friends.
The web app based connected experience offers users the opportunity to play games to win prizes, learn new cooking hacks and take part in fun daily activities. The smart packaging campaign, accessed via QR codes, will run across three Sunny products including Everyday, Crunch Lite and Sunflower.
Using AI to make life easier, users can select ingredients from the ‘My Fridge’ list, which suggests recipes combining existing items found in the fridge. The app has an unlimited number of combinations available ensuring users will never get the same recipe twice. The ‘Daily Hacks’ section can store up to 50 recipes encouraging users to keep returning to the experience for regular cooking inspiration.
The fun family-friendly games include ‘Sunny Pathway’ where players speedily pour oil along a path, ‘Sunny Bottle Flip’ game which challenges players to flip a virtual Sunny Oil bottle and land it upright, and ‘Sunny Wheel’ where players must join up rays of sunshine. The leaderboard ranks the best players, and the top gamers have a chance of winning prizes and discount vouchers.
The connected experience also allows users to learn about the benefits of Sunny cooking oil, what differentiates it from competitors, as well as the properties of the blended oils, vitamins and health benefits. It also educates users about different variants of Sunny oil.
“We want customers to understand that Sunny is their everyday companion in the kitchen, and the AI-powered recipe finder in our new connected packaging experience delivers this goal. Sunny helps save time in the kitchen so families can enjoy more moments together, which is the driving force behind this innovative new campaign,” said Dana Khleif, brand & digital marketing manager at Sunny.
“This new connected experience creates community by inspiring, involving and rewarding customers. It fosters loyalty through return visits instead of one-off engagement and gives Sunny a better understanding of its customers through rich data collection. We’re proud of this new AI-powered connected experience which offers unlimited recipe choices to customers while educating them about the product and Sunny’s sustainability credentials,” said Jenny Stanley, managing director at Appetite Creative.
The web app tracks real-time interaction, such as buying habits, product preferences, average engagement time, age, location, scan rate, page views, number of users, return users and social media shares, including GDPR-compliant personal data to enable the brand to optimise its marketing and better understand consumers.
The campaign will run in the United Arab Emirates, Saudi Arabia, Oman and Jordan.
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Naresh Khanna – 10 February 2025
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