Following last month’s Lasting Leaf bagged salads launch in Waitrose, we’ve designed and built a new website to optimise brand awareness and raise the product’s profile. We’re ‘telling the story’ to engage with consumers by providing information on the full range, how it works and recipes exclusively created by James McIntosh. Have a look for yourself at www.lastingleaf.com you could even try a few of the recipes!
As with all new product launches, once out in the public domain the campaign continues to grow organically. Consumers will be able to make a visual link with the packaging in-store as well as shelf talkers and articles in various Waitrose magazines. You can read further trade articles on the Press area on the website.
The website design is clean and fresh with VGroup art directing the product packaging and recipes photographic shoot. Careful consideration was taken as to the ‘food style’ and what we had to achieve to make the images look fresh, tasty and appealing to the eye. You can try the recipes here.
There is also a link to the Lasting Leaf Facebook page on the website for reviews, so spread the word.
We are tracking the performance of the site, and although it’s a bit early to get really meaningful information, we couldn’t help looking at the stats. The site is nicely busy, and we can see that a large proportion of visitors have come direct to the site, rather than being referred from a search engine, or links from another site. This would suggest that most of the traffic is coming from consumers looking for more information after seeing the product advertised, reported on in articles, in-store, or have purchased the product.
The visitors that have arrived via a search engine have been largely typing in ‘lasting leaf’ or variations of that, but a few have picked up keywords from within the recipes, and ended up on the site. We expect to see that kind of search traffic to increase proportionately over time.
