***Warning we are going to be talking about supermarket freezers for a while, but it does get more interesting. Promise!***

So, the supermarket freezer section is an aisle shoppers are less familiar with (they shop there less), and is different from regular aisles. There are sliding drawers and doors, products are often stacked in ‘chest’ freezers you have to descend down into to retrieve the product you want, the glass can frost over, and obviously it is really cold…

All of this can make it a less user friendly space, but also one that is particularly hard to use for those with visual impairments.

For Aunt Bessie’s, a brand that has always been focused on caring, and has strong links with organisations helping those with sight disabilities (partner of Guide Dogs for the Blind, Good-Loop and even have our very own guide-dog, in-training, called Bessie), we wanted to help alleviate this challenge.

strategy /  target audience

Introducing NaviLens. an app based tech, using printed codes similar to QR codes, to help navigate and inform people with vision disabilities. The codes can be read by devices from up to three metres away, within all light conditions.

Aunt Bessie partnered with NaivLens to produce packs designed to help those with visual impairments. Packs featuring codes to help shoppers navigate the challenge of the frozen aisle, and provide all the on-pack information such as ingredients, cooking instructions, allergens, recyclable guidance…etc.

Delivering this information in enhanced visual and/or audio form to enable the user to locate products both in stores and in-home freezers.

Primary target audience:

Shoppers and consumers living with sight loss. Laddering back to a wider audience of families and pre-family households, highlighting what the brand stands for: caring, family, ‘Aunt Bessie’s the ultimate helping hand in the kitchen.’

in media.

A media strategy devised to hit the media / channels of our 1) primary target audience (consumers living with sight disorders) 2) Families (and pre-family households)

Working with RNIB we designed a range of Aunt Bessie’s packs that visually represent the most common sight impairments in the UK (Glaucoma, AMD, Diabetic Retinopathy…)

Partnered with blind content creator, Claire Sisk, to host media shopping experiences to understand first-hand the challenges faced and how NaviLens packaging will help…

…lining up media interviews and ops for Claire with titles and sites relevant for both audiences

Conducted in-depth consumer research around the challenges faced by the sight loss community with RNIB, using findings to help support the launch and as route into larger feature ops