MODULAR WEBSITE

Redesigning Vegeta’s online presence

Lorena Ouahchia
March 20, 2023
Web

01 THE BRIEF

Vegeta, an iconic culinary brand with a legacy spanning continents, has been a staple in kitchens worldwide.

From its classic blue packaging to a diverse range of products catering to modern consumers, Vegeta remains a pioneer in seasoning innovation.

The challenge? To revitalize its online presence with a new website that reflects the brand’s evolution, while connecting with contemporary audiences.

02 THE FOCUS

What we focused on

The project aimed to achieve three key objectives:

  • Build and engage audience
    • Foster a loyal, engaged online community through relevant, interactive content.
  • Establish a robust global platform
    • A website designed to support Vegeta’s worldwide online activities and a wide range of products.
  • Revitalize the brand
    • Modernize the digital experience while maintaining Vegeta’s iconic heritage.

03 solution

Key elements

Designing a unified identity

We began by redefining Vegeta’s digital aesthetic. This included:

  • Introducing a fresh typographic hierarchy and a vibrant color palette to enhance the brand’s personality.
  • Crafting a modular website architecture to accommodate dynamic content updates seamlessly.

Mobile-first optimization

Recognizing that mobile devices are integral to today’s culinary adventures, we optimized the site for smartphones. Users can:

  • Access quick recipes effortlessly.
  • Manage ingredient lists.
  • Save favorite recipes for future use.

Sustainability and education

A dedicated section, “Changing the world, plate by plate,” was developed to promote sustainability. It features:

  • Articles and infographics on reducing food waste.
  • Tips for creating eco-friendly meals.

Interactive features

To honor Vegeta’s legacy of teaching generations how to cook, we introduced:

  1. Vegeta’s Chef: A digital culinary assistant with a distinct personality.
    • Provides navigation tips and personalized content.
    • Engages users with interactive scenarios and cooking guidance.
  2. Gamification: Users participated in a scavenger hunt to “find the chef” hidden across the website, introducing them to its functionalities and the new website in a fun and engaging way.

Campaign integration

We created a centralized hub for promotions and competitions, ensuring users could easily participate in Vegeta’s campaigns.

GOALS

  • Create a robust website to support global online activities.
  • Modernize and revitalize the brand’s digital presence.
  • Build and sustain an engaged online audience.

RESULTS

  • User Growth: +279% increase in site visitors.
  • Improved Retention: +300% growth in time spent on the site.
  • Reduced Bounce Rate: -61.53%.
  • Enhanced Interaction: +157.14% pages viewed per session.
  • Successful launch in Croatia, Slovenia, Germany, Australia and the United States.
  • Future expansion planned for Poland, Hungary, Romania, Slovakia and the Czech Republic.

PROJECT TEAM

PODRAVKA

  • Head of Corporate Marketing – Sanja Garaj Miloš
  • Digital Communication Director – Ksenija Latković Kozarac
  • Marketing Director for BU Culinary – Sanja Kelek
  • Project Lead – Nikolina Pozder
  • Category Manager – Kristina Perković
  • Subcategory Manager BU Culinary – Anja Stojanovska Topolko
  • Marketing initiatives specialist – Mihaela Frančić Kušnjer

ENTERWELL

  • Product Lead – Antonija Rittuper
  • Project Lead – Mladen Kubat
  • Project Manager – Dina Perković
  • Design – Antonija Rittuper, Petra Kovačević
  • Development – Filip Marenčić, Ivan Šostarec, Dragan Drljepan
  • Copywriter – Lorena Ouahchia