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How a fresh positioning helped inspire a new generation of bakers and revive a cooling category.

25%
Increase
in unique website users
44%
Increase
in mobile and tablet use
70%
Increase
in pre-Christmas visits
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Challenge

In 2017, the Baking Chocolate category had seen five years of limited growth despite the ‘foodie revolution'. Substitute options like packet mixes and pre-made cakes and biscuits were stealing share based on speed and convenience. Moreover, category sales had gone from being driven by emotion to being driven by promotion, with shoppers switching brands freely based on price.

To reinvigorate the category and grow Nestle’s sales, we needed to bring the inspiration back to baking. To spark the baking bug in a new generation, and rekindle the passion in lapsed bakers. A legacy product website, overdue an overhaul, provided an opportune entry point for this repositioning.

The Baking Chocolate category had seen five years of limited growth despite the ‘foodie revolution’. We needed to bring the inspiration back to baking.

THE SOLUTION

Our strategy was to reposition Nestlé Bakers’ Choice as a source of inspiration and guidance for bakers, giving them the confidence to bake creations they are proud to share.

To bring this to life in a new website, GrowthOps’ multidisciplined project team took a multipronged approach, addressing not only the customer experience but also the workflow and analytics for Nestlé’s brand managers.

Our content specialists went to work enhancing the site’s usefulness and usability by creating instructional videos, gifs, and beautiful site imagery. These assets were designed to both motivate and educate, with ideas on how to get the best results from bits, blocks, and other baking chocolate products.

At the same time, our UX Designers addressed discoverability and navigation. They elegantly categorised and presented content in line with user heuristics and expectations. And built on testing feedback which, for example, revealed that users commonly searched recipes by occasion, or ingredients, or type.

GrowthOps’ technical specialists contributed by improving the functionality of key site features, including recipe logic and search. They embedded features to optimise for organic and paid search. And to ensure its sustainability as a brand platform, they enhanced the ease of publishing through a suite of content management system enhancements.

Outcomes

The new Nestlé Bakers’ Choice website is a vibrant, dynamic hub in the brand’s digital eco-system, playing a central role in customer acquisition and retention.

25% increase in unique website users

Usage from kitchen-friendly tablets and mobiles jumped from 59% to 85%

Captured vital data and insights, informing Nestlé’s content strategy going forward.

Nestle Bakers Choice Mobile App Screenshot

Key Talent

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