Yoplait has launched Frubes‘ first Augmented Reality (AR) minigame on-pack, designed to engage kids at lunch and snack time.

Available now, the minigame is accessible through new packaging with six new Frubes characters, which includes a QR code.

When scanned, the code opens the AR game, which allows players to interact with friends, share high scores and take selfies with Frubes filters.

Yoplait brings back Halloween-themed Frubes packaging

Ewa Moxham, head of marketing for Yoplait, said: “We know children are exposed to digital influences from a young age and love being involved in shared experiences. Our new game brings this together to create the ultimate activity to keeps kids entertained. And with our striking new packaging and characters, Frubes will catch the eyes of families across the nation, helping to drive sales across all retail channels – and raise a smile at the same time!”

The supplier is supporting the launch of the minigame with a marketing campaign spanning TV, on-demand, gaming platforms and in-store promotions.

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