The Challenge
Recipes are ideal user-friendly content for food brands. But here’s the thing: They’d better work.
Brands that publish recipes on their packaging or websites have an obligation to consumers to deliver tested recipes that work as expected. But often, brands don’t take the time to edit recipes for accuracy and consistency. And in so doing, the risk frustrating and alienating customers who otherwise would be fans of the brand. With a library of more than 400 recipes using its branded products, Splenda® wisely took the step of editing and updating this valuable content.
The Collaboration
I worked with the online team over about two months to edit recipe content for consistency, identify troublesome recipes that needed to be retested and ensure that the brand is represented correctly. This revised recipe library was a key part of the brand’s website renovation.
