When Pidy looked to revamp their UK site, our brand knowledge meant we were perfectly placed to transform their online presence.
One of the key elements of the project was to ensure that the UK site was in keeping with elements of the European online presence from an image perspective, whilst allowing us the freedom to focus on UK style recipes, images and products. Key target audiences for the site are chefs, foodservice operators and larger chains, although through products being available via Amazon, there is a small consumer element.
We were very conscious that the site should give a feel for the plethora of ready to fill pastry products that Pidy supply, but wasn’t a maze of click throughs that left the customer lost. The site was therefore broken down into four key areas; Products, Recipes, Accessories and News. Products were broken down by meal occasion, but deliberately didn’t go into each product specification. As such, a simple click to a PDF of the latest brochure provided the additional product detail that was required, whilst also opening up the opportunity to download.
After initial designs were approved by the client our team got to work on developing the site. Using visually stunning images of the products that showed them in both a ‘naked’ and filled state, the site deliberately utilises minimal copy, but looks to inspire chefs and semi-professional cooks with quality photography.
The site and products were further brought to life with video content which involved filming a series of short ‘how to’ recipe videos that were art directed by Rawlingson Lane at a fellow client’s development kitchen, using a home economist/chef that we work with regularly.
The website is hosted and managed internally by Rawlingson Lane and allows us to regularly update news stories and product changes with ease through a simple content management system which is also accessible by the client. Ongoing SEO management was also included as part of the project.
A fully responsive website that has already started to generate sales enquiries and which gives the user a reason to keep coming back for more. Full of video content, recipe inspiration and general product information the new site and dedicated UK domain has helped to position Pidy as the pastry experts within foodservice.
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