Mission Foods, the #1 selling tortilla in the U.S., understood their business growth was expanding largely due to the evolved tastes of Millennial Moms and their families. Based on internet usage trends, we recognized that Millennial Moms were using technology and online content to better facilitate their offline life.

Our recommendation was to reimagine the brand’s website by creating an online presence focused on Millennial Mom’s existing online behavior. Striving to overcome outdated graphics and underlying technology used on MissionFoods.com, our goal was to dramatically improve functionality as well as deepen user engagement by developing a community where Moms sought out mealtime solutions and recipes featuring the multitude of uses for the various Mission products.

Help Mom succeed in “satisfying everyone” in her family:

Armed with an extensive database of recipes, we knew we were going to need a simple way for consumers to search our site for recipes and meal solutions for their families.

Beyond the increased appetite appeal and contemporary design, the team employed AJAX scripting to vastly improve the user experience while searching for products and recipe options.

Welcome to MissionMenus.com:

We created a contemporary design with a focus on appetite appeal and lifestyle photography that emotionally connects with Millennial Mom showing images of families preparing meals together.

Simple and intuitive navigation guides users to visit one of two key areas on the new site; (1) Mission Pantry for a specific product and nutritional information, (2) Mission Cookbook for meal solutions and recipe search.

MissionMenus.com Pantry Section:

This section features all Mission Foods product information while continuing the clean and bright design focusing on one product at a time with simple secondary navigation on the left for easy product research and comparison.

And the area “Great Meal Ideas” allows Mom to link to suggested recipes based on the selected specific product.

MissionMenus.com Cookbook Section:

This page is designed to build dynamically as Millennial Mom explores the various things that could influence a successful meal such as prep time, daypart, occasion, of course, and meal ingredients. She can change her mind in, any, or all of these categories and receive hundreds of viable options without even leaving this page.

As part of the community aspect of the site, consumers are encouraged to leave feedback (#1) on recipes, as well as rate each recipe (#2). Slingshot’s solutions also gave the user the ability to save their favorite recipes to their “recipe boxes,” (#3) including saving their favorite searches (#4). These options among others give the consumer a sense of ownership of this site.

Other features of our online marketing effort are coupon distribution, email communications, and offline promotion integration.

Measurable Results:

Doubled unique site traffic in the 1st year
Almost 150% increase to average time spent went from 2:59 to 7:25
Coupons prints resulted in a 32% redemption rate

Website Recognition:

Best Website: Food Industry / WebAward
Best Website: Craft Category / American Business Award

Introduce America’s #1 Tortilla to Millennial Moms. (Copy)