Kirichef.com

Background:

Fromageries Bel the manufacturer of the well-known Kiri processed cheese was looking to diversify their communication strategy, which was mainly focused on TV and outdoor campaigns, with their Middle Eastern target market. “Cooking with Kiri” has been a development channel for the brand which led to Fromageries Bel commissioning Flip Media to develop a website that focuses on Kiri as a premium brand that is used in every day cooking and direct consumption alongside showcasing the natural and fresh qualities their brand posses.

Kiri prides itself on being simple and promoting the love for good things in life. They provide quality dairy ingredients, rich and healthy sourced from nature, with “Kiri, savour the taste of simple pleasures”.

Challenge:

• Engage mothers and drive them to visit the site regularly to obtain new cooking ideas.
• Provide different recipes as simply as possible.

Objectives:

• Strengthen the link between consumers and brand, focusing on cooking and targeting mothers who look like for diversity in their daily recipes.
• Deepens the relationship between brand and consumers through the focus on cooking.
• Focus on Daily aspect of Kiri even being a premium brand

Short term:

• Strengthen the difference between Kiri and its competitors.
• Develop cooking with Kiri to boost sales throughout the year.
• Increase number of occasional consumers.

Long term:

• Become a referent website for cooking.
• Increase knowledge of Kiri’s consumers.
• Enhance consumer loayalty.

Approach:

The approach was to position Kiri as belonging to the cooking universe. The site was developed to clearly display the numerous cooking categories and recipes that could be achieved with Kiri hence placing Kiri as the hero that made all of the different recipes possible. The website also offers a number of tools to make it simple to search and find recipes based on ingredients, list of similar recipes, suggest meals, cooking tips and more.

In order for the website to have maximum effect it was kept very simple with appetizing and colorful images of the recipes with little distraction to unleash the users’ imagination when cooking with Kiri.

Execution:

A CMS (Navisite 1.0 developed my Flip Media) website which is based on artwork was developed. The design follows the Kiri brand guidelines with large and clear logos to establish the connection between cooking and the Kiri brand. Careful consideration was given to the language used to ensure that proper communication and conversation was in place with the main target (mothers in the GCC area).

The website features a wide range of tools to educate the visitors and maintain their interest. Starting from the homepage, an effective and visual flash spotlight displays featured recipes that could be changed and maintained from the CMS. Clear and simple navigation to guides users to different sections of the website to view the recipe book and much more with a click of the button.

As the user navigates into the inner pages they will find that the sections are all showcased with colorful images, with the inner pages spotlight utilizing flash to continuously rotate the vast number of recipes found on the website and users can simply click to view the recipe.

On the recipe page an appetizing image of the actual dish is displayed with the information needed to prepare the recipe from the number of servings, cooking time, and preparation time to neatly organized ingredients and directions. Also to make the website more intuitive 3 buttons found at the top and bottom of the recipe page to:

1. Download the recipe and keep a soft copy (which will be download in PDF format designed specifically to match the design of the recipe page on the website).
2. Print the recipe and keep a hard copy.
3. Email the recipe to a friend to spread the joy of cooking with Kiri to friends and family.

Since the website boasts a large number of recipes it was essential to let users find and explore the many recipes easily. Therefore the sidebar of the inner pages are bursting with useful tools to help guide the users to navigate the site and find delicious new recipes.

A search by ingredient drop down menu was added at the top of the sidebar which enables the user to search recipes by “unique” ingredients. These ingredients are entered as tags from the CMS and can be related to any recipe with that specific ingredient. It was decided to stay away from the common ingredients simply because having salt as an ingredient will mainly display all the recipes which will confuse users and to display only the sought out ingredients.

Moving down the inner page sidebar the user will find a meal suggestion tool that was introduced for the users who are looking to try something new, by choosing the recipe categories (Appetizers, Meats, Pies, Vegetables & Pasta, and Desserts) the website will randomly list different recipes from each of the chosen categories. For last minute suggestions or just to try something different this tool is very helpful.

Below the meal suggestion tool are automatically generated cooking tips that will provide advice related to the actual recipe being viewed. For the novice cook this will provide essential information, also the user can view the entire list of tips from the inner page sidebar directly.

On the very bottom of the inner page sidebar there is a very useful tool that will list a number of similar recipes to the one being viewed. The recipes listed must contain at least one “unique” ingredient in order for it to be considered and listed. This gives the website another dimension in providing more options, especially for users who have tried a recipe that they have enjoyed they can easily view a similar recipe and extend their cooking vocabulary to include more recipes.

Finally on every page the footer proudly lists Kiri’s product range and with a click of a button the user can read more information about each one.