New Interactive Labels at Caffe Nero

Posted from: W12, UK

Caffe Nero’s introduced interactive labels to promote their Panini range. I’ve spotted this label in the Euston’s store. 

The label is smartly located where the queue usually is, so that people can’t miss it while they are waiting to order their daily Cappucino.

The video tells a story of Piero, who makes Panini for Caffe Nero. ’ Piero rests all our ciabatta doughy for 24 hours…’ is the beginning of the story.

This is a brilliant idea;  the interactive label helps to surface information that is traditionally hidden to consumers, such as how the panini are made and who produces it.

You may argue that Piero is a fictional character created for marketing purpose, but the story is still engaging. It creates a deeper connection with products, promotes trust into the brand, and more importantly It made me wanting to buy one of their Panini even more.

I’m sure we will see more of this in the near future.