ABOUT

CARNATION I MADE IT
Making Baking Quick & Easy

THE CHALLENGE

In a world where convenience and ease have become the essential watchwords for home cooking, Nestlé Carnation was struggling to find its place in the family kitchen. A household baking brand with a history stretching back over a century, it was widely recognised and trusted by consumers. But as a brand other people used. People with more experience, more skill and much more time.

THE IDEA: I Made It

Simple, proven family favourites, made in minutes, tried and tested by busy modern mums.

Our web strategy is all about showing how the brand makes making pudding quick and easy. The Carnation website hosts a library of quick and easy recipes, with simple visual or video instructions and a clear time to prepare, many in just five minutes. Recognising Mum’s limited repertoire, the library is organised around Heroes. Classic favourites associated with Carnation, like banoffee and cheesecake. These are the terms we invest to win in search, and around which the site dynamically rearranges itself in response to search visitors.

To provide inspiration, without stretching skills too far, we added Twists. Simple adaptations of Hero recipes, to help vary the menu risk free. Some Twists developed by experts, others the creations
of site visitors themselves.

And when mums complete a Carnation dessert, we encourage them to let everyone know. Just click a simple I Made It counter for each pudding to display the number of successes on site, and push a recipe-specific message to social friends.

Through a focused approach to recipe content we gave Carnation a clear role in contemporary convenience cooking. And by helping make homemade desserts quicker and easier, we’ve inspired tens of thousands to bake more.