Introduce America’s #1 Tortilla to Millennial Moms.
Mission Foods, the #1-selling tortilla in the U.S., recognized that its business growth was largely driven by evolving tastes among 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 to create an online presence that aligns with Millennial Moms’ existing online behavior. Striving to overcome outdated graphics and the underlying technology on MissionFoods.com, our goal was to dramatically improve functionality and deepen user engagement by developing a community where Moms sought out mealtime solutions and recipes featuring the multitude of uses for Mission products.
Help Mom succeed in “satisfying everyone” in her family:
Armed with an extensive database of recipes, we knew we needed 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 used AJAX to vastly improve the user experience when searching for products and recipe options.
MissionMenus.com Home Page
Welcome to MissionMenus.com:
We created a contemporary design with a focus on appetite appeal and lifestyle photography that emotionally connect with Millennial Moms, featuring 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 Product Page
MissionMenus.com Pantry Section:
This section features all Mission Foods product information while continuing the clean, bright design, focusing on one product at a time and using simple secondary navigation on the left for easy product research and comparison.
And the “Great Meal Ideas” area allows Mom to link to suggested recipes based on the selected product.
MissionMenus.com Recipe-specific Navigation
MissionMenus.com Cookbook Section:
This page is designed to dynamically build as Millennial Mom explores the factors that can influence a successful meal, such as prep time, daypart, occasion, 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 site's community, consumers are encouraged to leave feedback (#1) on recipes and rate each recipe (#2). Slingshot’s solutions also allowed users to save their favorite recipes to their “recipe boxes” (#3), including 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 include coupon distribution, email communications, and integration with offline promotions.
Measurable Results:
Doubled unique site traffic in the 1st year
Almost 150% increase in average time spent went from 2:59 to 7:25
Coupons printed resulted in a 32% redemption rate
Website Recognition:
Best Website: Food Industry / WebAward
Best Website: Craft Category / American Business Award
