Brancourts Website Build: Targeted Advertising for Food Project
- The Change Starter
- Jun 2
- 4 min read
Brancourts' Website Reimagined: Advertising for Food That Inspires Culinary Adventures
When Brancourts, a beloved Australian dairy brand, approached The Change Starter, they had a clear vision in mind when it came to advertising for food: to grow the brand awareness for Brancourts as a core player in the dairy sector. A big step in making this possible was to revitalise their website and create a digital experience that truly reflected their commitment to quality, tradition, and innovation. Our team went on a journey to transform Brancourts' online presence, focusing on delivering a user-centric, engaging, and seamless experience for their valued customers in their journey on advertising for food.
Objectives
Brancourts understand that their customers aren't simply purchasing cottage cheese; they're investing in the mouthwatering culinary creations they can bring to life with the product.
They understood that in their advertising for food, customers aren't simply purchasing cottage cheese; they're investing in the mouthwatering culinary creations they can bring to life with the products.
For the B2C side of their business, Brancourts wanted their website to inspire and educate consumers about the possibilities cottage cheese offers. Rather than solely focusing on the product itself as the centre of Brancourts strategy in advertising for food, our aim was to position cottage cheese as an essential ingredient in a wide range of dishes, showcasing its potential to elevate everyday meals and encourage consumers to keep it as a fridge staple.
It was important in their advertising for food for the website to entice consumers to want to make and eat cottage cheese recipes and consider more usage occasions for the product. The visuals would reflect vibrant, lifestyle shots designed to create appetite appeal.
For the Food Service side of their business, Brancourts’ objective was to attract food service providers to purchase their bulk Sweetened Condensed Milk and Sour Cream products. To achieve this advertising for food, the strategy was to expand the current single-page Food Service section on their website into a dedicated space for customers to explore the full range of Brancourts' offerings.
Overall, our objectives were to:
Encourage and inspire people to purchase cottage cheese
Inspire occasions to use cottage cheese in everyday cooking and meals
Drive appetite appeal to encourage purchase
Drive consumers to think “Wow, how good does that look, yum, delicious!”
Provide Food Service operators with a dedicated space to discover Brancourts food service range and contact sales.
Bring Brancourts Australian history and heritage to life and deliver the message that Brancourts is 100% Australian made.
Strategy
We began with a comprehensive audit of their existing website, identifying key areas for content improvement and to determine the most suitable structure and sitemap for the new site.
At the time, Brancourts’ website had strong background copy, creating an opportunity for us to focus mostly on enhancing the overall design and content structure.
It was important for the website to entice consumers to want to make and eat cottage cheese recipes and consider more usage occasions for the product. The visuals would reflect vibrant, lifestyle shots designed to create appetite appeal.
For B2B, the strategy was to expand the current single-page Food Service section on their website into a dedicated space for prospective customers to explore the full range of Brancourts' offerings.
This expanded Food Service section would showcase the various sizing, packaging, and buying options available, providing food service providers with the information they need to make informed purchasing decisions.
With these insights, we developed a site map, content structure and design approach that would position the brand for long-term success. Central to our approach on Brancourts’ advertising for food was a focus on user experience, appetite appeal, and recipe inspiration.
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Deliverables
Moving into implementation, we delivered the following:
A new look and feel, with bright, simple, clean, and lifestyle-focused images that put the focus on the delicious meals customers can create with Brancourts' products.
Improved navigation, making it easier for both consumers and food service customers to find what they're looking for.
A new dedicated area on the site for Food Service, including Domestic and Export trade.
Consistent use of Brancourts' branding elements, such as colours, fonts, and the iconic Brancourts "B" branding element.
A new Blog, featuring two fresh pieces of content each month.
A dedicated Brand Ambassador page, highlighting the expertise and passion of Chef Tom Walton.
But our work didn't stop there. At The Change Starter, we believe that a successful website is an ongoing process, not a one-time event. That's why we implemented a content marketing plan to continually add fresh recipes and blog content to the site to improve the website’s organic ranking and increase traffic.
A website is more than just a digital storefront; it's a powerful tool for building brand loyalty, fostering customer relationships, and driving business growth. Through meticulous planning, strategic design, and seamless implementation, we delivered a refreshed website that showcases Brancourts' rich history, exceptional products, and dedication to their craft. The new site offers a visually appealing, user-friendly interface that encourages exploration and engagement, ultimately leading to increased conversions and increasing usage.
Creative Showcase
Brancourts Recipes
Brancourts Blogs
Outcomes
Brancourts now has a powerful website that engages and inspires their target customers and positions them for long-term growth and success.
From the moment visitors arrive on the homepage, they are greeted by a stunning and intuitive design that effortlessly guides them through a journey of culinary inspiration. Lifestyle imagery takes centre stage, showcasing mouthwatering creations that can be crafted with Brancourts' cottage cheese. The website's seamless navigation and user-friendly interface make it effortless for visitors to find exactly what they're looking for.
Brancourts is thrilled with their website, which now boasts a cleaner, fresher, and more intuitive design.
Make Your Product a Kitchen Staple | ||
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Through curated content and influencer partnerships, we helped Brancourts inspire mealtime creativity. Let's grow your brand's appetite appeal too. | ||
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