Hijacking e-commerce platforms to turn shopping into meal planning
Conagra’s brand portfolio boasts some of the most loved and recognized names on the grocery shelf—fair to say they know a thing or two about cooking and what people like to eat.
As e-commerce becomes an increasingly popular choice for grocery shoppers, we sought to improve the digital shopping experience.
Our solution? Something extra: accessible, on-trend recipes, paired right with the Conagra products shoppers know and trust on the digital shelf.
That benefits everybody: Every product listing became an opportunity for the shopper to create a delicious meal, and we pioneered an engaging, meaningful way to cross-sell and up-sell products.
Turning the digital shelf into your own personal recipe book
With beautifully designed, easy-to-read recipe cards—integrated right into consumers’ shopping trips—we were there to fill a meal-planning need where they didn't expect it. And we were the first consumer packaged goods (CPG) brand to make it happen on major e-commerce platforms, including Amazon and Walmart.
Enriching the experience
with brand stores
We leveraged our growing recipe collection to build themed brand stores. There, consumers are fully immersed in each unique brand experience—they can seamlessly view recipe instructions, see show-stopping product and recipe images, and add products to their cart. The upshot? More visibility for Conagra brands and products at a greater scale, and more opportunities to win.
How did we do it?
We took a deep dive into shopper behavior and search data to identify ingredient, cooking method and recipe trends to match the moment. Then we bucketed Conagra’s diverse portfolio of brands into recipe categories to meet consumers’ wants and needs, and crafted visually stunning recipe cards that stood out on the digital shelf.
