Giving three heritage brands a digital shelf that works
Three heritage brands sold about 300 products through national chains and independent grocers. Online, they were a mess: missing images, wrong or thin copy, out-of-date product lists and low retailer scores.
Start with the shopper.
The brands' core customers were exactly the people most likely to shop online and hunt for recipe ideas, so content was planned around holidays, grilling season and regional cuisines.
Build it once, feed it everywhere.
Content followed the rules of the three biggest online grocery retailers and rolled out in eight waves, set by where ad spend and new products were headed. 6,000+ images and files went into one asset library and about 600 product records into one product-data system.
Make 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.
Nine months later, every retailer was getting the same correct information.
Start a conversation.
One short conversation is usually enough to know if a project makes sense, and what it would take.