Beef, It's Whats for Dinner
Executive Creative Director - shanealderton@outlook.com
INSIGHT
Beef is daunting. It's expensive, challenging to prepare and the butchers case is shrouded in mystery. People love beef, but the last place any of them were going to demystify this king of protein was the source, BeefItsWhatsForDinner.com.
IDEA
Years ears of operating in silos based more on internal organization than the needs of their audiences led to numerous web properties with inconsistent, duplicative and often times contradictory information. The NCBA knew they needed to get their story straight and we were brought in to help.
When we dug into the myriad of web properties we Identified a single unifying thread that allowed us to consolidate into a single, delicious experience - recipes.
Although each of the stakeholder groups had valuable content to share, recipes accounted for a vast majority of the website traffic. And with a URL like BeefItsWhatsForDinner.com, leading with great tasting beef dishes just made sense. So we developed a UX strategy around using recipes to break down the silos and draw consumers into the world of beef.
Featuring in-depth cooking guides, educational resources to demystify the butchers case and compelling stories of the ranchers who make it all happen, BeefItsWhatsForDinner.com became a unified resource for those who cook, serve, sell and enjoy beef.
The website was designed to work elegantly across the suite of viewports using a mobile first methodology. Often times the site would be used at the meat counter, so we wanted to ensure all of the content was ready on the go.