Just a few months ago, Vital Farms unveiled an all-new egg carton design that emphasizes that its cage-free eggs come from chickens that are raised on pastures. While many brands are now also taking care to highlight terms like "free roam" and "cage-free," Vital Farms set itself apart with an artisanal hand-drawn illustrations. The brand also decided to take it a step further and include augmented reality features.
Rather than just looking at the carton and seeing only words on the packaging, consumers are able to use the Roar app to bring the design to life. Through augmented reality, the carton is transformed into a scenic field showing chickens roaming freely. As an incentive for using the Roar app and viewing the augmented reality animations, consumers are rewarded with a coupon.