Australian popcorn brand Superpop used its move from Movietime to Superpop as an opportunity to connect more directly with shoppers. Working with Kezzler through the GS1 Australia SmartFacts® program, the brand introduced GS1 Digital Link-enabled QR codes on its packaging, giving consumers instant access to product information beyond the physical label.
The initiative helped Superpop support its rebrand, make product information more accessible, and gain valuable insights into how shoppers engaged with its products.
Challenge
New pack, familiar popcorn
For decades, Superpop’s popcorn has been a familiar sight in Australian cinemas and supermarket snack aisles. Moving from the Movietime brand to the Superpop masterbrand meant introducing new packaging while helping shoppers recognize the popcorn they already knew.
At the same time, shoppers increasingly expect access to information that a printed label cannot always accommodate, from ingredients and allergens to nutritional details and recycling guidance.
Superpop saw the rebrand as an opportunity to address both needs: maintain familiarity with its products and create a direct digital connection with shoppers.
During the rebrand, the pack had to do more than carry a new look. It had to reassure shoppers that it was the same popcorn they trusted, while giving them instant access to information directly from the brand. SmartFacts® helped us create that connection.
Paul Tyers, National Sales & Marketing Manager, Superpop
Solution
Connecting packaging to the full product story
Kezzler introduced GS1 Digital Link-enabled QR codes on Superpop’s packaging through its Smart Packaging solution. Each QR code incorporates the product’s Global Trade Item Number (GTIN) and connects shoppers to a SmartFacts digital product page.
With a simple smartphone scan, shoppers can access ten types of information:
- Product information: Product details and benefits.
- Ingredients and nutrition: Ingredients, allergens, and nutritional information.
- Storage and recycling: Storage instructions and recycling guidance.
- Brand information: Company details, website, and social media channels.
- Where to buy: Information about where products are available.
Superpop can update this digital content without changing the printed packaging, keeping product information relevant as its needs evolve.
Results
What shoppers did with the code
Superpop’s connected packaging experience delivered measurable consumer engagement, with scan rates exceeding the 2% pilot benchmark.
Results at a glance
2.34%
Total scan rate
Best-performing SKU: Real Cinema Classic 90g
3.05%
Total scan rate
Best-performing week
+146%
Peak retail scan sales
Versus baseline reporting week
Source: GS1 Australia, Superpop SmartFacts case study. Retail sales growth reflects multiple contributing factors, including the rebrand and expanded distribution.
Engagement data revealed that shoppers were particularly interested in nutritional information, social media links, product benefits, and recycling guidance. These interactions gave Superpop a clearer picture of which information consumers wanted to access.
During the reporting period, retail scan sales also peaked at 146% above the baseline week and remained 63% higher several months later. The rebrand and expanded distribution contributed to commercial performance, so these increases should not be attributed to the QR code initiative alone.
Beyond the initial engagement results, Superpop established a digital packaging channel that can support richer product information and future consumer experiences.
Read the original case study
Discover more about Superpop’s SmartFacts implementation and the results documented by GS1 Australia.
SmartFacts Case Study Superpop x Kezzler
About Superpop
Superpop is an Australian-owned popcorn brand, formerly sold as Movietime, and a fixture of supermarket snack aisles, cinemas, and family movie nights for decades. Its range includes Real Cinema Classic, Rich Caramel, and Malt Crusher flavored popcorn.
