Ortega

Role: Lead Content Strategist & Copywriting Support

Assignment: Create a site that's easy to update with a refreshed look and feel, which highlights Ortega’s hero products, new product innovations and that feature an updated recipe collection.​

Strategy: We created a dynamic product module that could drive traffic to new products from multiple parts of the site. We also leveraged creative from other channels, such as Pinterest and Facebook, in order to give them digital legs to create greater ROI and provide a holistic consumer experience.​ We built bold new recipe pages to feature mouthwatering food photography as well as videos. And since Cinco de Mayo is a key drive period for the brand, we made a fun Cinco Day countdown for the homepage, which counts down to the 5th of every month, and then celebrates with a mini-party of confetti!

I worked with our UX, design, front- and back-end developers on this project. Check out the site before, and see the final product at ortega.com.

ROBUST RECIPE PAGES

Our agency shot and produced 60 recipes for Ortega, which had primarily been shared on social media channels like Facebook, Pinterest and Instagram.

Given the big and beautiful photography, we designed a recipe page layout that featured the images very large and bold with lots of appetite appeal. We also created the option to show videos, if such assets existed. The client loved this new style so much, they opted to eliminate all their old recipes.

We also created a “featured recipe” module so the brand could highlight recipe collections during key drive periods, such as Back to School and Cinco de Mayo.

campaign integration

Ortega does a lot of campaign-focused work around key drive periods, such as Back to School and Cinco de Mayo. We wanted to create features on the site where they could easily add recipe collections, product collections or other content pieces specific to a campaign or drive period. These modules appeared in multiple sections of the site to encourage cross-linking and exploration.

While working with Ortega, our agency also created an updated “always-on” campaign, Add a little Ortega, which was built on the idea that no matter what you have in your fridge, just add a little Ortega, and you’re bound to have an easy, delicious meal. We made that branding prominent throughout the site to drive awareness.

CINCO DE MAYO

As the “official taco of Cinco de Mayo,” we knew we had an opportunity to bring the holiday to life in a fun way. We created a “Cinco Countdown” on the homepage, which counts down not just to Cinco de Mayo, but to the fifth of every month. We created this feature to drive awareness and brand recognition so that consumers would automatically associate “cinco” to Ortega.