Kraft Recipes

In 2011 Kraft strategically overhauled their brand presence and needed a website that was more focused on giving its consumers what they were seeking: a community. The challenges were many for a 120+ page site that needed to retain much of its content and infrastructure but also needed to be geared towards user-generated content and sharing.

In addition to serving up curated content, the site took a novel approach to accessing available recipes: search by “what’s on hand.”

The recipe detail page provided key info at a glance plus every conceivable sharing option including adding to your Kraft Recipe Box.

Community engagement was key to stimulating conversation and sharing, as evidenced here by a poll.

What would a community be without member profile pages? Each gave users a canvas to self-identify, personalize, retain and share information.