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FMCG

Amoy

The Brief

Swamp at Brahm was appointed by Amoy to design and develop a site that would inspire and encourage consumers to cook exciting everyday Oriental meals.

Amoy website

After working with Swamp at Brahm for the last year the we're delighted with the site and the media campaigns they've run with some of the highest CTR's in FMCG. They have proved themselves to be reliable and hard working often up against tight deadlines and tough briefs. Not once did they fail to deliver Amoy Senior Brand Manager

The Objectives

  • Design and develop a site that would inspire consumers to cook exciting everyday Oriental meals
  • Create engaging content that demystified the concept of Oriental cooking and ignite a genuine passion for food.
  • Create a powerful online presence for the Amoy brand
  • Increase product awareness and effectively promote Amoy brand values
  • Drive sales and traffic

Our Solution

The Amoy brand is built on the wonderful traditions and heritage of the Far East and we wanted to create a site that reflected these core brand values. We added touches of humour to demystify the concept of Oriental cooking to make it easy, accessible and inspiring whilst igniting a genuine passion for food.

Phase 1 - the website

Phase 1 - As Amoy is owned by Heinz we firstly laid down the foundations by setting up a basic site that would tie into the backend of the Heinz infrastructure. We then put together products that linked to a recipe section in order to strengthen the link between Amoy products and the ability to create great food in the minds of consumers. This was backed up by some seasonal content based around the Chinese New Year, which was the launch date.

Phase 2

Following the success of Phase 1, Amoy wanted the site to be developed carrying online presence to new heights. Our aim was to retain the general visual appearance and link to the successful phase 1 design but to enhance the visual presentation of information. We achieved this through clean, structured pages, stronger use of photography and icons plus on-page information boxes that would all help to improve the user experience. We also implemented cross selling to the site to increase user awareness of products and recipe ideas whilst building on the Amoy brand values.

The Results

The end result was an easy to use site that is packed with useful information with an array of fun elements and handy resources for the consumer to benefit from. For launch we ran bursts of online paid search to drive traffic to the site, The results showed some of the best click through rates and the highest number of visits recorded for this sector.

Visit: Amoy.co.uk