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One of the dangers major corporations face, especially in consumer packaged goods, is “brand sprawl” on the Web. Just like uncontrolled city growth in analog urban sprawl, the presentation of product lines gets out of control, and cross-promotion and conversation rates suffer as a result. Ahead of the game, Reckitt-Benckiser Foods (RB Foods) tasks Genuine with redesigning French’s Food Service for smart growth.
Consumer packaged goods superpower RB Foods needed to restructure French’s Food Service, the umbrella website for its condiment brands. In addition to clearly delineating the benefits of each brand’s product line to restaurant operators while keeping navigation between brands simple, RB Foods sought to dynamically cross-promote its products and improve overall conversion rate.
Genuine started the French’s Food Service makeover by unifying the three brands’ separate websites under a single visual design that preserved the defining characteristics of each product line. We wanted to communicate the family friendly atmosphere of French’s Foods, the cheeky personality of Frank’s Red Hot, and the Western appeal of Cattlemen’s while keeping the user anchored in French’s Food Service’s overarching interface.
In the “Culinary Center,” we transformed the output of multiple existing recipe databases to suit the French’s Food Service restaurant operator audience, which included indicating values for bulk quantities and increased serving sizes, as well as adding the ability to filter by brand, menu type or type of protein. We made sure the product sample request forms were always one click away. In addition to information about front of house solutions and mixology, the new Merchandising and Rebates sections of the website allow operators to find multi-brand offers. Finally, we created a sales rep finder that enables restaurant operators to locate contact information local to their area.
FRENCH’S® Mustard sells its product on an all-American narrative about happy, shared moments between family members. Genuine brings this narrative to life by converging the video and Web in an all-new website.
During its “The Skinny on Mustard” marketing campaign, FRENCH’S® opened a dialogue with its consumers that required a central hub on the Web to facilitate the conversation. FRENCH’S® teamed up with Genuine to commit a big chunk of its media budget to online search and display advertising over two years. Genuine’s challenge was to make the most out of the massive traffic directed to the dotcom. Everything we did in the social media sphere needed to support the brand’s #1 objective: Get consumers to buy more product.
Through market research, we learned that 85% of moms who came to the site—a market that made up the largest slice of FRENCH’S® audience—were looking for recipes. So Genuine created a community around the new recipe database with real-time search filtering capabilities and an emphasis on social sharing.
To support the concept of the all-American “FRENCH’S® kitchen,” we filmed FRENCH’S® own chefs cooking recipes and encouraged visitors to participate in the FRENCH’S® Cook-Off Recipe Contest, which gave away $25,000 to the first-prize winner. We also sought to improve recipe dissemination by drastically improving search results on Google for recipe entries and non-FRENCH’S® related searches. Because organic SEO was a main strategy that guided site development and content creation, we created an SEO optimization plan that involved optimizing each of FRENCH’S® 2,000+ recipes individually.