For infant nutrition brands, trust is only the beginning. FrieslandCampina used QR-enabled experiences and product data to create meaningful consumer interactions beyond the point of purchase, helping parents access information, engage with the brand, and stay connected throughout their journey. The result was stronger loyalty, deeper engagement, and measurable business impact.
Challenge
A loyal customer is hard to keep
Infant formula is one of the most high-frequency, high-stakes purchase categories in consumer goods. Parents buy it repeatedly, on a fixed timeline, and the emotional stakes are high. Yet most brands were still relying on traditional marketing tactics such as discounts, display advertising, and generic campaigns, with little visibility into who was actually buying, where, or why.
FrieslandCampina knew that FRISO Gold held a market-leading position in Hong Kong, China, and Southeast Asia. But brand switching was accelerating. A McKinsey study found that more than 40% of consumers switched brands during the pandemic, and 80% adopted new shopping behaviors. Retaining parents throughout the formula journey while acquiring new ones at a lower cost required a fundamentally different approach to engagement.
The challenge was not just reaching consumers. It was reaching them at the right moment, with the right information, and building a relationship that extended well beyond the point of purchase.
Solution
Turning packaging into a direct consumer channel
With Kezzler’s platform already powering product traceability for FRISO, FrieslandCampina had a ready infrastructure to build on. Each FRISO tin already carried a unique digital ID. The opportunity was to use that digital identity to support consumer engagement as well as supply chain visibility.
The existing FRISO TrackEasy experience gave parents a reason to scan. By pointing their phone at the QR code on the bottom of the can, they could follow the verified journey of that exact tin, see farm details, quality checks, and export approvals, and sign up for the FRISO loyalty program in the same flow. The scan became the entry point to an ongoing brand relationship.
The solution integrated with FrieslandCampina’s CRM (Salesforce), giving the customer experience team a complete view of each consumer’s engagement history. In Hong Kong, this included a customer chat interface, scan event tracking, and detailed reporting, allowing the team to understand where and how parents were engaging, whether in supermarkets, through healthcare providers, or online.
Every product scan was registered as a lifecycle event, feeding data back into how FrieslandCampina targeted consumers, allocated marketing spend, and shaped the customer journey at each touchpoint.
Download the full case study for the detailed CRM integration model, loyalty program mechanics, and how FrieslandCampina structured the consumer journey across channels.
Read the full case study
Results
Engagement that moved the commercial needleel
The initiative demonstrated how connected digital experiences can create value beyond the point of purchase. By combining trusted product information with loyalty and engagement programs, FrieslandCampina delivered measurable improvements across sales, engagement, and brand performance:
- 70% increase in FRISO Easy order monthly sales
- 43% increase in website engagement
- 20% increase in brand trust
- One in three visitors clicked the “buy now” call to action
- Lower cost of acquiring new consumers
- Stronger consumer relationships through loyalty and digital engagement programs
“The results were promising — with a 7% increase in new users and an overall lower cost of acquiring new users. Also 1 in 3 visitors clicked on the ‘buy now’ call to action. Introducing new technologies such as a chatbot has been very successful, and with a clear customer journey and experience, the FRISO customer experience has capitalised on the investments to date.” Kenneth Lau, Customer Experience, FrieslandCampina
See the foundation behind these experiences
Before building loyalty and engagement programs, FrieslandCampina first established grass-to-glass traceability for FRISO infant formula. Read how the company created product transparency, enabled authenticity verification, and strengthened consumer trust through traceability.
