Non-fungible tokens (NFTs) are revolutionizing marketing and brand interactions, attracting the attention of major global food companies equipped with substantial marketing budgets. These companies are embracing the opportunities presented by emerging virtual realms.  

NFTs offer FMCG brands a unique avenue to connect with digital-savvy consumers within their preferred digital environments. Moreover, they serve as a means to breathe new life into products and experiences that may have lost appeal among younger audiences, resulting in heightened engagement and relevance for a new generation.  

Additionally, NFTs empower brands to deliver real-world value to these digital-native consumers by incorporating desired elements onto the blockchain. 

Let’s have a look at the reputed FMCG brands using NFTs to appeal to their customers. 

Taco Bell 

Taco Bell made history as the first major food brand to venture into the world of NFTs.  

In March 2021, the popular fast food chain collaborated with Deutsch LA, an ad agency based in New York, to produce a collection of animated GIFs featuring their iconic tacos.  

The series consisted of 25 GIFs, each priced at a mere $1, mirroring the affordable menu offerings at Taco Bell. Remarkably, the entire collection sold out rapidly, and the proceeds were generously donated to the Taco Bell Foundation.  

Presently, some of these Taco Bell NFTs are available for purchase on the Secondary Market, with prices ranging from $3 to an astonishing $313,000.  

This innovative campaign not only served as a means for the brand to engage deeply with its dedicated fan base, but it also rewarded purchasers with $500 e-gift cards accompanying their NFT acquisitions. 

Coca-Cola 

During the period between late July and early August 2021, Coca-Cola made its foray into the metaverse by introducing a collection of four NFTs.  

These NFTs were bundled together as a single asset, with all proceeds dedicated to supporting Special Olympics International. Designed by the virtual content studio Tafi, the centerpiece of this collection is a digital representation of a Coke vending machine from the 1956 era.  

Functioning as a “loot box,” this virtual vending machine houses the four NFTs: a metallic red bubble jacket, digital renditions of Coca-Cola’s trading cards from the 1940s, and a captivating “sound visualizer” showcasing Coke’s distinctive sounds, such as the effervescence of soda being poured over ice. 

Coca-Cola has a rich history of releasing collectibles, and these NFTs mark the brand’s latest endeavor in its ongoing marketing and brand awareness campaigns, keeping up with the ever-evolving landscape of consumer engagement. 

Pringles 

In the latter part of March 2021, following Taco Bell’s NFT release, Pringles joined the NFT craze by unveiling CryptoCrisp, a virtual flavor representing its iconic stacked chips.  

The launch took place on the NFT platform Rarible and consisted of a limited edition of 50 animated digital images. These unique creations were masterfully crafted by the artist Vasya Kolotusha.  

The NFT portrayed a golden Pringles can with coins instead of chips, whimsically twirling against a vibrant red backdrop. All the proceeds from the sale were rightfully allocated to the artist. 

Initially priced at a modest $2 per piece, the Pringles can NFTs were swiftly snatched up, leading to their rapid sell-out. Subsequently, many of these digital collectibles have found their way to the Secondary Market, commanding prices in the thousands of dollars.  

The fervent demand among collectors has fueled the resale value of these Pringles NFTs, highlighting the enthusiasm surrounding this emerging form of digital art and commerce. 

Burger King 

In September 2021, a notable fast food chain embarked on a unique NFT endeavor known as the Burger King Real Meals NFT initiative.  

As part of this campaign, QR codes were incorporated into approximately six million meal boxes, enabling customers to access digital collectibles with each scan.  

These NFTs encompassed a range of offerings, including 3D Burger King digital collectibles as well as tangible rewards such as a year’s supply of Whopper sandwiches.  

By bridging the gap between the physical and digital realms, Burger King sought to engage its customers in an innovative and immersive way, intertwining the allure of NFTs with the enjoyment of their beloved fast food offerings. 

AppleBees 

In December 2021, Applebee’s introduced their campaign called “Metaverse Mondays.” This initiative spanned all four Mondays of the month and entailed the release of exclusive digital images accompanied by unlockable content. 

The inaugural NFT drop from Applebee’s featured an abstracted, vibrant hamburger artwork created by the talented artist Amber Vittoria. This unique NFT was made available for purchase at $25, and in addition to acquiring the digital artwork, the buyer was generously rewarded with an Applebee’s gift card containing sufficient funds to enjoy a year’s worth of hamburgers. 

 The campaign also involved the artistic contributions of renowned individuals such as Houston-based graffiti artist Vizie and Vasya Kolotusha, who previously collaborated on the Pringles NFT project. 

By venturing into the world of NFTs, Applebee’s sought to engage their audience in an exciting and immersive manner, providing an opportunity to collect exclusive digital art while offering real-world rewards to enhance the overall experience. 

Pizza Hut 

Pizza Hut Canada made waves in mid-March 2021 by introducing a unique series of NFTs known as “1 Byte Favourites.” These NFTs featured pixelated, eight-bit representations of pizza slices, adding a touch of nostalgia to the digital collectibles.  

To generate excitement for the upcoming launch of Pizza Hut’s $10 Favourites promotion, the company released a new pizza-themed NFT each day for eight consecutive days, offering variations like Hawaiian, Pepperoni, Canadian, and Margherita flavors. 

Initially priced at the crypto equivalent of 18 cents per NFT, these digital pizza slices quickly became highly sought-after by fans and collectors. Subsequently, the NFTs gained significant value on the resale market, fetching prices upward of $8,000.  

The combination of Pizza Hut’s brand recognition, the novelty of pizza-themed NFTs, and the limited availability of the collection contributed to their increased market demand and subsequent appreciation in value. 

McDonalds 

In November 2021, McDonald’s commemorated the 40th anniversary of the beloved McRib sandwich by unveiling its first series of NFTs. This release coincided with the seasonal return of the McRib sandwich.  

The collection consisted of ten NFTs, each displaying a gilded trading card representation of the sandwich spinning against a captivating golden backdrop.  

Rather than selling or auctioning these NFTs, McDonald’s opted to use them as prizes for a sweepstakes giveaway, adding an element of excitement and exclusivity to the campaign. 

 While the project initially garnered media attention, it later faced a setback when a scandal emerged.  

Coindesk reported that an early transaction associated with the official McRib NFT collection revealed the presence of a racial slur inscribed directly on the Ethereum blockchain.  

This incident serves as a cautionary tale for corporations utilizing blockchain technology, as all transactions are transparent and visible to anyone.  

It underscores the importance of careful oversight and consideration when engaging with emerging technologies, particularly regarding potential content or security risks. 

Feel Foods 

Feel Foods, a Canadian plant-based food brand has demonstrated an intriguing use of NFTs as content despite being a smaller player in the industry. While not a massive multinational corporation, Feel Foods holds a notable presence as a locally-owned and operated brand that is publicly traded on the Canadian Securities Exchange under the symbol “FEEL.” This showcases how even smaller players can embrace the potential of NFTs. 

In early January 2022, Feel Foods introduced a limited-edition collection of NFTs inspired by prominent plant-based food influencers who champion healthy lifestyles and eco-friendly values. These NFTs comprise digitally illustrated portraits of influential social media personalities such as Steph Yu (@happyandhealthy96), Jenna Wends (@jensplantbase), and Ben’s Vegan Kitchen. During the 30 days following the launch, customers were able to obtain Feel Foods NFTs as rewards for purchasing the brand’s Black Sheep Vegan Cheeze products. 

Feel Foods’ utilization of NFTs reflects its innovative approach to engaging with its target audience and aligning itself with influencers who embody the brand’s values. This example illustrates how NFTs can serve as a means for smaller brands to explore novel marketing avenues and enhance their connection with customers through unique digital experiences. 

Kraft 

On March 25, 2021, Kraft Foods made a notable entry into the world of NFTs by releasing their first and only official macaroni art NFT on Rarible. This NFT consisted of a simple animated smiley face, featuring two chalk-drawn eyes and a smiling mouth made of a piece of elbow macaroni, set against the iconic Kraft Blue Box blue background. The minimalist design served as a powerful marketing statement, capitalizing on the widespread recognition of the Kraft mac and cheese brand. 

In addition to the digital artwork, there were tangible connections to the NFT campaign. The highest bidder of the NFT was awarded a one-year supply of Kraft Mac & Cheese, adding an exciting real-world element to the virtual collectible. Furthermore, all the proceeds generated from the NFT sale were directed towards supporting Feeding America, a charitable organization dedicated to alleviating hunger in the United States. 

This unique initiative showcased how Kraft Foods leveraged the popularity of its brand to create a distinctive and philanthropic NFT campaign. By intertwining digital art, tangible rewards, and charitable contributions, Kraft Foods demonstrated its ability to harness the potential of NFTs for both marketing purposes and social impact. 

Conclusion 

Global food companies are using NFTs as marketing tools, bridging the gap between the physical and digital worlds, and unlocking new possibilities for consumer engagement. NFTs in the FMCG industry can bring a transformative impact on brand interactions and relevancy with a new generation of customers.