In Brief

The UK supermarket chain Waitrose, uses Blippar to provide exclusive interactive content to consumers.

UK supermarket chain Waitrose has picked Blippar, a mobile augmented reality (AR) advertising app, as an AR medium for its ‘School of Christmas Magic’ campaign, which may be the world’s first first multi-platform augmented reality campaign to use both television and print ads.

Embellished with a magical and homemade look, the campaign kicker features renowned chefs and television personalities Heston Blumenthal and Delia Smith as they prepare signature pastries for the holidays; after which, viewers are invited to “pause and blipp.”

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