The Brief to Liquorice
Since 1924, the Robertsons Spice People have travelled to far lands in search of the best herbs and spices. We were asked to give users a spice journey of their own using the brand website, allowing users to go from amateur home cook to a culinary whizz.
The Solution
We created a new Robertsons.co.za, the departure point of culinary adventure for aspiring cooks, where they can learn step by step to cook like an expert.
On entering the site, the user has the option of creating a personal profile. This allows us to serve up tailored content that meets the user’s chosen dietary preferences, skill level and cooking history. As a result, every user receives a completely unique web experience.
Using this intelligent platform, the user can track their progress as they soak up our recipes, tutorials and tips. And along the way, they can rate, share, comment and earn badges. While the user gets a truly bespoke experience, we are gaining valuable insights which go on to create our exciting campaigns and social content plans.
This on-going activity on the website is shaken up by annual events, like MasterChef SA. As the headline sponsor of this popular TV show, we create a series of MasterClass videos every year, featuring celebrity chef Reuben Riffel. Our users have access to easy, yet gourmet recipes in one-on-one sessions with an expert, allowing them to spice up their skills even further.
We also celebrate Heritage Day every year by joining the rest of South Africa in lighting a fire and braaing. We release new competitions, recipes and content on the braai portal section of the website.
The Results
This year we had 264,071 Unique Visitors, a 240% increase from last year.
61% of the visitors were newcomers.
This year 2,712,702 pages were viewed.
81,449 MasterClass tutorials were taken in 1 year.
The opted-in database grew by 145% in a year.
The total database now sits at over 30,048 users.
70% of people surveyed by Millwood Brown said they used more Robertsons spices as a result of our digital/social programme.
A single post on Facebook about braaing received 225 likes and a whopping 1,014 comments!
