Category
Lifestyle
Assisted Choices
Trend cluster
Category
Agricultural
VR
Brands highlight the natural origins of food and bev products.
4.2
Trend score
Trend
What is the Agricultural VR trend?
Agricultural VR: As brands work hard to create a positive connection between a food product and natural cultivation, many are launching virtual reality campaigns that provide consumers with a firsthand experience of the spaces in which ingredients are harvested. In addition to highlighting the continued success of multi-sensory campaigns, this progression underscores the modern expectation of transparency when it comes to the origins and makeup of any given commodity.
Trend themes
Themes within the Agricultural VR trend
Three behaviours holding the trend together01
Virtual Reality Transparency
Brands are launching virtual reality campaigns to provide consumers with a firsthand experience of the spaces in which ingredients are harvested, highlighting the modern expectation of transparency.
02
Multi-Sensory and Immersive
Many brands are developing multi-sensory and immersive campaigns, such as virtual and augmented reality experiences, to create a positive and memorable connection between a product and its natural cultivation.
03
Omnichannel Campaigns
Brands are leveraging omnichannel campaigns to create engaging campaigns that speak to the health and wellness concerns of modern consumers and promote brand transparency across various mediums.
Industry implications
What the Agricultural VR trend means for industry
Where the trend changes the playbookFor
Food and Beverage
The food and beverage industry can leverage these trends to improve brand transparency and connect with consumers through immersive experiences.
For
Agriculture and Farming
The agriculture and farming industry can leverage virtual reality and multi-sensory experiences to showcase the origins and cultivation of their products and promote sustainable farming practices.
For
Retail and Shopping
The retail and shopping industry can leverage omnichannel campaigns to provide consumers with a seamless and engaging shopping experience, while promoting brand transparency and social responsibility.
Workshop question
You're asked to design a VR experience that shows consumers the nitty gritty behind your brand. What does that experience look like? What makes it engaging and informative for consumers?
Trend signals
Trend signals for Agricultural VR
Trend score 4.2 out of 10, from popularity 74%, activity 44%, freshness 8%.
Popularity74%
Activity44%
Freshness8%
Audience
50%Men
50%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X
- Boomer
Market
North America
Europe
Asia-Pacific
South America
Africa
Evidence
Examples of the Agricultural VR trend
4 featured examples from Sep 29, 2015 to May 14, 2016CategoryMarketing
Immersive Tequila Event Tastings
The Art of Patron Event Series Launched in London's Shoreditch
The hospitality and events industry can leverage immersive technologies and curated beverage offerings to create innovative and memorable experiences for guests, enhancing custome…
CategoryMarketing
VR Farm Tours
This McDonald's Initiative Aims to Connect Consumers with the Company's Suppliers
Disruptive innovation opportunity: Using virtual reality technology to showcase transparent sourcing and farming practices, setting a new standard for the fast food industry.
CategoryMarketing
In-Store Dairy Farm Projections
Waitrose's 'Live from the Farm' Campaign Showcased Product Origins
Supermarkets can leverage immersive livestream campaigns to showcase the transparency and quality of their food products.
CategoryWorld
Virtual Reality Coffee Tours
This Nescafe 360-Degree Video Showcases International Coffee Growers
Coffee companies can utilize virtual reality to showcase their sustainability efforts and differentiate themselves from competitors.
