Cheese Please
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Cheese Please ⋆
the ask
The client needed content for a new product, football-shaped mac & cheese, to launch in time for the Big Game. For this product, we created a mobile hero, carousel images, and an A+ page to be live on various retailers' product display pages (PDPs).
mobile hero & carousel images
Mobile heroes are what consumers see while shopping on the digital shelf. When creating a mobile hero, emphasize branding, flavor, taste appeal, and product size. At a glance, the consumer should be able to recognize the key product information. For this product, we wanted to make the football graphics and taste appeal the focus to differentiate it from other products, especially during football season.
For the carousel imagery that accompanies the mobile hero, the goal is to emphasize the main selling points. For this product, the emphasis was on highlighting the football graphics and creating football-pun-related copy.
a+ page
An A+ page on online retailers, also known as below-the-fold content, lets you expand on the product's story and personality. This A+ page served as a call to action, using football-related copy such as “huddle up” and “gear up.” Each module emphasizes taste appeal and packaging to reinforce the branding and unique pasta shape.
the ask
For this new product, the client needed a mobile hero, enhanced carousel imagery, and an A+ page. The goal of this content series was to highlight packet size, convenience and portability, and usage occasions.
mobile hero & carousel images
Mobile heroes are what consumers see while shopping on the digital shelf. At a glance, consumers should be able to recognize key product information such as the brand, flavor, product type, and specifications. For this product, the mobile hero needed to clearly state what the product was, since it was an innovation, and how many packets were included. Showing the pack outside the box was also crucial so consumers could visualize what they would receive. We added a badge to the image to reinforce the product's versatility and convenience.
For the carousel imagery that accompanies the mobile hero, we continued to emphasize product benefits through copy and visuals that highlight the product's convenience. We also showed a range of usage occasions to represent the versatility. Images 01 and 05 were crucial to this carousel set, showing the size comparison and portability.
a+ page
An A+ page on online retailers, also known as below-the-fold content, lets you expand on the product's story and personality. This A+ page features a seamless graphic to enhance taste appeal. The variety of food options speaks to the customizability of the product. Each image is accompanied by a copy line to reinforce the convenience of the packet.
