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 California Giant Berry Farms has a new look for its packaging and a new way to engage consumers when purchasing its berries at retail.  The Watsonville, CA-based company has added quick response codes to its clamshells, which can be scanned with a smartphone for a chance to win prizes throughout the season.

Once consumers scan the QR code on California Giant berry clamshells, they are directed to a micro-site (www.calgiant.com/win) that invites them to enter for a chance to win a weekly prize of $100. Winners will be announced each week on www.facebook.com/calgiant.

In addition to the consumer prizes, matching donations will be made to charitable organizations by the company.The addition of the QR codes and the weekly drawings engage the consumer at point of purchase providing a simple and immediate way to learn more about California Giant Berry Farms, its philosophy and the philanthropic program behind the brand. This is one of the many methods the company is using to open its doors wider to the consumer providing a greater opportunity for two-way communication about “California Giant” brand fresh berries.

“This initiative is really embarking on new territory for us as we learn more about how consumers are changing their behavior based on social media marketing using their smart phones,” Cindy Jewell, director of marketing for Cal Giant, said in a Feb. 17 press release. “We agree with the experts that the potential for QR codes is limitless as they enhance the social media experience of bringing people together with technology.”

California Giant will track effectiveness of the QR codes with contest entries and collect consumer data at the same time for future communication.