Work
Mckenzie's Foods

Website design and development for an Australian household name, with a focus on growing customer engagement.

Mckenzie's Foods Mckenzie's Foods

Our Brief

Australian household name, McKenzie’s Foods, approached us to redesign and develop their website to reflect and honour their brand essence. The website was in need of a design overhaul and was also lacking engaging content to help customers and inspire product purchases. Central to the brief was increasing subscribers, engaging new customers, and attracting return visitors.

Services

DISCOVERY & STRATEGY
BRANDING
COMMUNICATIONS
CONTENT PRODUCTION

Our Solution

We began with a full audit to discover what was working and where opportunities lay. In particular, the information architecture required a refresh. We addressed this by structuring the new site to elevate their extensive recipe catalogue, while cross-promoting their products and their retail locations.


We created a powerful email marketing strategy built around McKenzie’s recipes to specifically increase subscribers which has grown from 800 to over 30,000 and continues to increase organically.

Driving User Engagement

A fresh strategy, structure and design for the site, made the recipes more prominent and links to associated products provided a clear path for customer engagement. Traffic and session duration immediately increased as users began exploring recipes and McKenzie’s products in more detail.

Increasing subscribers was achieved through a powerful email marketing strategy built around McKenzie’s recipes.

Increasing Subscribers

Our strategy, design and build helped to grow McKenzie’s Foods subscriber database from 800 to 30,000 and double the industry standard opening rate. This continues to grow month on month.

McKenzie’s had only 800 subscribers and no segmented lists or clear strategy to connect with their users. Following the launch of the new website, we devised an automated system to grow and manage the subscription database through significantly improved and personalised customer engagement.

Users will exchange currency (i.e. their contact details) for something of value. We realised we could leverage McKenzie’s existing ebooks and recipes into customer interactions by designing and building a effective ebook download system.

Adding strong calls to action (CTAs) on both the site and social media opened the floodgates to capture customer details in exchange for the content which represented significant value.

We implemented a custom integration between WordPress and MailChimp allowing McKenzie’s staff to pre-build segmented workflows, delivering personalised content to their users based on their area of interest. We designed beautiful customer templates for each category, provided customers control over their areas of interest, further driving engagement with their 30,000 strong database through more user-centric content.