Utilising augmented reality tech, you'll either love it or hate it.
British savoury spread Marmite, which is adored by some and loathed by others has released an app featuring augmented reality.
UK-based mobile AR advertiser Blippar will provide the AR through its image-recognition technology, which was recently used for chocolatier Cadbury.
The app has been developed to ‘pull’ virtual product information from physical packaging.
This will allow users to view a selection recipes by pointing the phone in Blippar camera mode at a jar of the brown stuff.
Danielle Hayward-Bradley, assistant brand manager at Marmite, said: "The new AR expereince gives people a richer interactive experience. Unlike others, this app recognises Marmite’s identity rather than just QR codes, creating a more in-depth and engaging experience for consumers.
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"Once locked in, a virtual ‘Geoff’- the frog character from latest ‘Hate Cuisine’ campaign – appears offering users an array of Marmite inspired recipes which can then be saved to the handset for later reference. The app takes culinary inspiration out of the kitchen and on the move."
Blippar's app is available for Apple and Android OS devices.
View the app demonstration below.
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