THE CHALLENGE

ConAgra Brands is one of North America’s leading Consumer Packaged Goods manufacturers, with numerous household favourites like Orville Redenbacher Popcorn, VH Sauces, PAM Cooking Spray, and many others.

Each of these brands had separate, disconnected sites, built using different technologies and platforms, managed by different groups, with inconsistent procedures and objectives.

We were tasked by ConAgra and their agency Match Marketing Group to conceptualize, design, and deliver a solution that would;

  • Improve Engagement and Relevance with Consumers,
  • Evaluate and Select an Appropriate Technology Solution to Manage All Sites as a Single Co-ordinated EcoSystem,
  • Consolidate and Streamline Administrative Management Functions,
  • Reduce Overall Cost of Ownership, and Improve ROI
  • Design a Contemporary, Mobile Friendly User Experience – While Maintaining Unique Look-and-Feel Characteristics for Each Brand.

OUR SOLUTION

We worked with Con Agra and their agency Match Marketing Group to review consumer behavior and user data. Our first insight was that consumers are interested in recipes, not products. So we centered all content and interaction around the discovery, review, sharing and curation of recipes that used any number of ConAgra brands and products. We rolled out a comprehensive and cohesive digital ecosystem designed to deliver upon the objectives above;

  • We designed and built a custom WordPress theme with a centralized “Recipe Engine” that managed hundreds of bilingual recipes.
  • Designed and developed 8+ unique, bilingual sites for each of the brands, with brand, product and other content that was unique and relevant to that individual brand.
  • Recipes were managed and coded so that they would ‘push’ to each brand site that had an ingredient listed, and recipe content was customized to be consistent with the brand look-and-feel.
  • Recipes were also pushed to custom Facebook ‘Apps’ that were created for marquee brands.
  • Developed a custom dashboard and data metrics that would track unique users for each brand, as well as shared users across multiple brands.
  • Defined and managed appropriate security, hosting, and maintenance procedures that were centralized within the agency, brand and corporate IT.
  • Designed and deployed sales presentations and sales tools.
  • Designed, deployed and managed numerous promotional activities, including social campaign and consumer contests.

 

RESULTS

“(Metropolis is) a great partner to work with. They’re strong, strategic, great at execution, and lovely to interact with. They get the job done.”