Cannes Lions

FOOD

OGILVY INTERACTIVE, London / VAN DEN BERGH FOODS / 2001

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Creative Kitchen is a recipe-based site that offers practical help and ideas to busy mums on what to cook the family. The site needed to be audiovisual as it is accessed through the TV set, so had to work in the same way as traditional TV. We therefore included quarter screen film of mouth watering food footage and handy hints.Within the site is a recipe databank, broken into sections very much like a household cookery book. Each section contains individual recipes that utilise one or more of the Unilever brands. The branding itself was intentionally low, which was key to gaining credibility with the consumer. In the subsequent Millward Brown research consumers commented upon how much they liked the branding, so although it was low they picked up and acted on it in a very positive way.

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