Agency: Computer Love
Client: Bisto – Premier Foods
Premier Foods, the UK's number one food manufacturer, has created a new website (aahnight.co.uk) for family favourite brand Bisto.
The site, produced by Manchester-based digital marketing agency Code Computerlove, has been designed to further enhance Bisto's successful 'Aah Night' campaign by providing a platform to encourage greater interaction with consumers.
It has already won an industry accolade - taking a silver award for Best Consumer Site in the 2007 Fresh Creative awards.
As part of Bisto's ongoing positioning, which encourages families to spend more time together and eat a proper home cooked meal, the 'Aah Night' site includes inspirational tips, ideas and recipes to help families to have an 'Aah Night' at home.
Features include a checklist on how consumers can create their very own 'Aah Night' with an 'Aah Night' invitation template which users can personalise and send via the site. Consumers can even make the 'Aah Night' campaign pledge using a sign-up option.
The site also contains information on each product in the Bisto range; a section allowing people to view the brand's adverts and details of Bisto's 100 year heritage.
The home page is designed as a typical family fridge, with notes and photos that visitors can click on to navigate around different sections of the site, taking them to cupboards with product information, a recipe book on the work top and brand adverts on the TV in the kitchen.
Senior brand manager for Bisto, Darryl Curtis, said, "We have achieved our goal to create something very different to the average corporate website. We focused on three key objectives - to be engaging and rewarding as well as informative.
“With the 'Aah Night' site we provide consumers with a fun, inspirational and modern brand experience.
He added, "The site has become the hub of the brand's 'Aah Night' campaign. It facilitates what the TV advertising can't do, enabling consumers to interact with the brand and take ownership of 'Aah Night'.
“Our online presence helps the brand to remain at the heart of family life, which it has been for almost 100 years, in a very modern and relevant way.”