Ferguson Plarre brings cakes to life using augmented reality technology
A retail first in Australia, according to the chain.
Ferguson Plarre has launched Cakes Alive! An app which utilises augmented reality technology to showcase 3D animation on cakes when viewed and photographed through a mobile device. The app goes hand in hand with specially made Ferguson Plarre cakes, combining image recognition and edible image technology that triggers animations.
The 3D animations may include exploding fireworks and flying wizards bursting out of the icing.
Equipped with an in-app camera, users can easily take unreal photos of family and friends with the animations and then share them via Facebook, Twitter, Instagram and email.
“Ferguson Plarre has been helping celebrate birthdays for over 110 years and as a traditional company we are thrilled to be embracing innovation and new technology to make birthday cakes even more unreal!” said Ferguson Plarre Chief Executive Officer, Steve Plarre.
“We hope our Cakes Alive! app will bring some extra magic to kids birthday parties, with everyone enjoying the animations, capturing special moments and creating fantastic memories that will last forever.”
This innovative use of the technology by the chain was made possible with $50,000 grant from the Victorian Government’s Technology Voucher Program.
Minister for Manufacturing, David Hodgett, said, “Generating stronger business growth is what the Coalition Government’s Manufacturing Strategy is all about, and I am pleased Fergusson Plarre has been able to expand and benefit from a key component of this.”
Plarre shares to QSR Media the inspiration for Cakes Alive! and what's next for the brand.
QSR Media: What instigated/inspired the brand to innovatively use this technology on cakes?
Plarre: Ferguson Plarre Bakehouses, while operating in a mature industry with a history dating back literally thousands of years, is a business that has always looked to the future to define itself. It’s the challenge of all businesses to find ways to differentiate themselves in crowded markets.
Bringing the latest in augmented reality technology together with the age-old birthday cake is a great example of this.
The inspiration for this particular project comes from a culture of innovation that we nurture in our executive team. We’re always on the lookout for the latest trends, not just in food but across other industries. You can never be sure when you might find something really cool that at first glance doesn’t appear to have relevance but once you look a little deeper, can excite and garner great results.
We first experienced augmented reality technology through a technology innovation blog. We were able to quickly test it on our cakes using edible inks and then proceeded to build out a business plan for how the technology might work for us.
QSR Media: How did the partnership with the Victorian Government’s Technology Voucher Program come about?
Plarre: We have a close relationship with the Department of State Development and Business Innovation (DSDBI) through which we often discuss our plans and ideas. Upon hearing about our idea they immediately suggested we look to the TVP (Technology Voucher Program) for potential funding.
QSR Media: What does this innovative app add to the brand?
Plarre: Firstly it’s a demonstration that our 114 year old business is not sitting idle, relying on past success and brand recognition for growth. This is vital for our brand in the franchise space. Potential franchisees in particular are always looking to brands who are adopting the latest technologies to help them future proof their investment. Cakes Alive! is a fantastic example of this.
Secondly, Cakes Alive! adds an entirely new dimension to the much loved and popular birthday cake, something that Ferguson Plarre are famous for. It’s a clear point of difference for the brand that no other retail bakery in Australia is offering and it will grow sales.
Thirdly, the app is a fantastic tool for engaging customers on their most cherished and used personal devices (phone and tablets). Just imagine kids and parents engaging with our brand during some of the most emotional and loved occasions on the annual calendar, surrounded by friends and family all watching their amazing birthday cake come to life in front of their own eyes! Who will they be talking about? Ferguson Plarre Bakehouses.
QSR Media: How important is innovation and openness to new technologies to a more than century-old brand?
Plarre: It’s simply an imperative. In today’s brutally fast changing environment you just can’t afford to sit still. Now more than ever the internet is allowing everyone to research almost anything. We’re only limited by our imaginations and capacity to commercially take a new idea to market.
QSR Media: Are there any other innovative projects in the works aside from Cakes Alive?
Plarre: The Cakes Alive! launch is merely phase 1 of a much larger project. Aside from increasing the range of animations available for people to add to their cakes, the app is a key foundation for us to build a number of other commercially attractive functions upon. We have a number of other exciting and innovative projects on the go too but they’re confidential for now so we look forward to introducing them to the market over the coming year.
