This B2B case describes how the RNIB persuaded supermarkets to adopt a barcode-like format that converts product packaging information into audio descriptions for blind or partially sighted people. The marketing objective was to get sufficient supermarkets to engage in serious conversations about adopting the technology. Making the public empathise with blind shoppers’ experience of shopping was identified as a way to spur the supermarkets into action. A pop-up shop with products in blank and uninformative packaging and related advertising assets were created. By the end of the period, six supermarkets were in conversations about adopting the format.