Francesco Rinaldi pasta sauce introduces a special augmented reality mobile app that brings the label's icon, Mrs. Rinaldi to life. She speaks to the customers through the app from the jar itself -- the app is available on Google Apps and the Apple Store. Consumers simply point their phone camera at the photo of Mrs. Rinaldi on the jar and watch her come to life and speak for a special interactive experience.
There is a special merge of futuristic elements in this initiative, as it highlights the traditional Italian culture the brand is rooted in, showcased through progressive technology. It gives the brand a sense of personality by translating its long heritage of culture and hard work.