Nestlé came to Deep Focus looking to differentiate itself from other giants in the packaged food industry. They wanted a marketing product that would combine convenience, nutrition, and value, with the aim of persuading current customers (most of the U.S. population) to add just one more Nestlé product to their basket.
I led a team through product conception and naming of a new digital tool to "solve the dinnertime dilemma" for convenience seekers, then developed and executed a content strategy that would differentiate the new service from the clutter of cumbersome recipe websites online, including Nestlé's own. While Nestlé was busy making their entire portfolio of packaged food products healthier over time, we found a way to make their current products healthier right now.
Rather than creating an app from scratch that would be difficult to maintain, promote, or discover, we decided to meet users where they already were—on Pinterest, on recipe sites, searching for mealtime solutions in grocery store aisles—by creating a mobile-first website that acted like an app, and simplified the gathering of meal ideas along with how to make them quickly and easily, and even show where to find the ingredients on sale.
We focused on a behavior people already perform when cooking: using fresh, healthy ingredients to make packaged and frozen foods healthier (and tastier, too). Something as simple as adding fresh vegetables and seasoning to a DiGiorno® pizza—or adding Libby's® Pumpkin and some frozen vegetables to a soup or stew—could make a meal healthier while still being "easy as 1-2-3" to make, compared with cooking all night in the kitchen.
Through our research, we discovered that no one truly owned the concept of "meal hacks," so we went to town showing just how much more convenient they could be for time-strapped humans. Our mantra for meal hacks was that they must always help you to easily transform a few ingredients into delicious meals, snacks, or drinks. We put this simple recipe content front-and-center at GoodNes with the tagline: "Simple Meals, Simply Done."
Each meal hack included a highly appetizing photo of the finished product plus numbered step-by-step knolling shots, simple instructional copy, and a list of the ingredients. Naturally, each meal hack included links for applicable coupons, social share copy, and a way for consumers to favorite or mail themselves the simple recipes they liked best for safe keeping.
Our content strategy was deceptively simple, as it was based on one main content type, the meal hack, which would live on the website but only truly come to life everywhere else—via distribution on social platforms and email newsletters, integrations on other Nestlé websites, search results, and more. All roads led back to the mobile-first site that consumers could use on-the-go when doing their actual shopping.
The complexity came in the system for creation, refinement, and distribution of the content that we developed with our partners at Moment Studio. Inputs included our own plus Nestlé's research on specific food and beverage use by season (down to the weekly level) as well as special dietary categories (such as the growing segment of vegetarian/vegan eaters, etc.), and involved coordinating with Nestlé's own wellness and other corporate initiatives.
From these inputs, I created a content calendar covering all the bases which we would then refine with user data showing which meal hacks were most popular among specific segments, how people used the website, and other user data. We'd then feed that data back in as new inputs for the next round of refinements.
COPYWRITING AND CONTENT CREATION
In addition, I wrote all of the website, email, and social share copy for GoodNes, including rewriting Nestlé-provided copy describing full recipes and how to make them—all with the aim of keeping meal hacks simple, easy, and convenient to make. And we made sure they always looked super delicious, too!
After our lead art director/designer came up with a smiling, happy, character-based logo, I developed a back-story and description of the character to guide our own and our partners' use of the character. She is based on the qualities of the convenience-seeker segment along with a dash of the inspiration and helpfulness we aimed for the service to provide. Her name is Amelia, after the famous aviator, and this is her story:
Anyone who's worked in an agency/brand relationship knows what a herculean effort it can be to name a product that will be used the world over, one that's original and transmits the brand's core values. It was a team effort between many colleagues and the client, but I'm proud to say that one of my original mashup names (one combining "Good" from Nestle's "Good Food Good Life" tagline plus "Nes" from "Nestlé") was the one chosen for the final product. Yum!
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