ACH FOOD BRANDS | Website Relaunch

fleischmannsyeast.com | karosyrup.com | mazola.com

AUGUST 2020 LAUNCH

OVERVIEW: The Fleischmann's Yeast Website needed to updated visually, content wise and functionality. The team proposed to execute a recipe shoot for Fleischmann's Yeast top 10 trending recipes with influencer, Broma Bakery. Images and videos would then be used to modernize the website, educate consumers and gain recipe traction online.

MY ROLE: Preparing the pre-pro work, giving art direction and managing timelines. Working on a remote shoot, due to COVID. Working with DEV team to design an interactive website.

STRATEGIC APPROACH

PROBLEM: She perceives baking with yeast as difficult/risky. She does not include yeast recipes in her consideration set.

INSPIRE: Through appetite appeal and an emotional connection, inspire consumers to further their passion for homemade baked goods.

CONVINCE: To purchase by educating them and providing them with an easy, foolproof process to add to their homemade recipes.

We partnered with Influencer & Food Photographer, Sarah of Broma Bakery to help us bring to life our new photography style for the website relaunch.

Broma captured our 10 highest trending recipes. This photography and videography update was crucial for updating the look of the site. The consistent theme of bright surfaces and high contrasting appetite appeal is building more brand appeal with our consumers and making our yeast a more accessible and fun, sought out baking ingredient.

Along with still, we had BromaBakery film our Cinnamon Rolls and 30-min Pizza Dough recipes. From this content, we produced EDUCATIONAL VIDEOS for more website engagement. Making Fleischmann's a digital baking destination.

MY ROLE: Art direct and design storyboards. Ideate the tool bar reference, guiding our baker. Create visual system to to keep our video consistent.

Upshot Agency

Creative Director: Michelle Horne

Associate Creative Director: Hannah Lesko

Art Director: Madison Asher

Copywriter: Danny Furry

....................................................................................................

KAROSYRUP.COM

SEPTEMBER 2020 LAUNCH

OVERVIEW: The Karo Website needed to updated visually, content wise and functionality. The team proposed to execute a recipe shoot for Karo's top 10 trending recipes with influencer, Broma Bakery. Images and videos would then be used to modernize the website, educate consumers and gain recipe traction online.

Y ROLE: Preparing the pre-pro work, giving art direction and managing timelines. Working on a remote shoot, due to COVID. Working with DEV team to design an interactive website.

We partnered with Influencer & Food Photographer, Sarah of BromaBakery to help us bring to life our new photography style for the website relaunch.

BromaBakery record her process of our top performing recipes, Peacan Pie and No-Bake Butterscotch Bars.
From her raw content, we produced EDUCATIONAL VIDEOS for more website engagement. Making Fleischmann's a digital baking destination.

MY ROLE: Art direct and design storyboards. Ideate the tool bar reference, guiding our baker. Create visual system to to keep our video consistent.

Upshot Agency

Creative Director: Michelle Horne

Associate Creative Director: Hannah Lesko

Art Director: Madison Asher

Copywriter: Morgan Barnett

....................................................................................................

MAZOLA.COM

SEPTEMBER 2019 LAUNCH

OVERVIEW: Execute a recipe shoot for Mazola's top 10 trending recipes. The images will then be used to modernize the website, and gain recipe traction online.

Part of the website development was creating new assets for our shoppers to engage with. This included a minute long animation telling the story of plant sterols and their health benefits. I lead the storyboard design & art direction on this project while working with our video production department.

You may also like