Rebuilding a brand portfolio's digital shelf

The situation

A portfolio of three heritage consumer brands sold about 300 products through national chains and independent grocers, but its online listings hadn't kept up. Images were missing, copy was wrong or thin, product lists were out of date, and retailer content scores were low. The brands' core customers were the shoppers most likely to buy online and to look for recipe ideas there.

The work

• Built the strategy around the shopper. Mapped who shops online and why, then planned content around holidays, grilling season and regional cuisines.
• Designed to the biggest retailers' rules. Built content requirements around the three largest online grocery retailers, and recommended product assortments for eight retailers, including independents selling through delivery apps.
• Prioritized the work in eight waves, ordered by where ad spend and new products were headed.
• Built one source of truth. 6,000+ images and files in one asset library and about 600 product records in one product-data system, feeding every retailer the same correct information.
• Made the products easy to use. 800+ lifestyle images, 300+ infographics, 150+ recipes and usage tips, 70+ copy packages cleared by regulatory review, enhanced pages on the top 38 items, and a brand storefront layout.
• Directed the teams. Set strategy and direction for the digital, agency and regulatory teams that executed.