Tillamook – a 105 year-old brand built on farmer-owned, award-winning cheese – recently developed a personalised approach to turn its traditional website into a hub of smart content and data-driven messages, not often seen in the CPG industry. Developed by LA-based digital creative agency Hello Design, the redesign of Tillamook.com employs rich insights about how its fans use the content provided by the brand to inform a strategy based on location-tailored experiences.
The website, which launches on February 13, will include an overall design update to reflect the brand’s overhauled product packaging. The redesign includes a more premium feel, married with a fun, whimsical, illustrated style and colour palette. The new site taps into data points including time of day, day of the week, weather and geo-location to feature brand and product content relevant to each visitor. For example, recipes from local chefs will be featured according to the time of day and day of the week visitors are on the site (5pm on a Tuesday = Taco Tuesday). Weather will also play a role, for example, if it’s cold and raining in your area the site will offer up warm grilled cheese and tomato soup recipes. Additionally, highlighted products and events will depend on where in the country the visitor is and what’s available near them.
The experience can be seen here: http://www.tillamook.com
Hello Design not only considered how Tillamook could be relevant to anyone who visits the brand site and used that goal to build a customised personalisation engine, but the agency also chose to build the site using responsive design. This provides visitors with the same content and features regardless of the device they use to access the website. This was important as when looking at the data, mobile usage is on the rise as busy moms are looking up product information while shopping.
Agency: Hello Design