Attracting Millennials to a 125-Year-Old Brand?
Piece of Cake.
They may cook up perfect-crust pies and to-die-for brownies, but millennial bakers are anything but old-fashioned. Yet their perception of 125-year-old Gold Medal Flour was. GoldMedalFlour.com needed to look—and act—as young as this new generation of scratch-bakers in order to capture their attention.
Questus was charged with turning GoldMedalFlour.com into a modern, social experience. Intuitive, responsive design makes the brand accessible across desktop, mobile, and tablet, and every bit of content is shareable across channels. The site has a friendly blog-like feel with a focus on big food images that are always yum and never ho-hum. And content is kept forever fresh with new recipes and updates.
Big-league bloggers, like BreadIn5 and BakerMama, were brought on board to supply original recipes, articles, tips and how-to video demos to appeal to both novice and well-seasoned scratch bakers. The recipe section takes its cue from Pinterest’s popular graphic format. Prominent color photos look good enough to eat and copy teases readers with delectable descriptions. It’s this abundance of eye candy that enhances the stickiness factor and encourages visitors to stay, share, and satiate their baking passions.
Questus succeeded in adding 21st century relevance to a decades-old brand that millennials now turn to, not only as a source of inspiration but as a well-loved, trusted cookbook.