Spinnaker, London integrated direct and digital marketing agency, has redesigned the website of HiPP Organic, bringing both its brand site and Baby Club sites under one URL. HiPP Organic, the UK’s best-selling organic baby food brand wanted to bring its two separate websites into one, as well as reinforcing its ‘best organic ingredients’ positioning and support the launch of new packaging and new varieties in 2011.
Creative Jar, who built and hosted HiPP’s original site, has been working in partnership with Spinnaker to facilitate the complex back end build.
The new site – launched this week - combines photography and illustration to bring out the distinct HiPP personality and HiPP’s passion for delicious, wholesome organic baby food. With a raft of information and advice relevant for each key stage of pregnancy, newborn, weaning and toddler, the site provides the central hub for HiPP’s Baby Club programme – a member’s only loyalty scheme which provides tailored samples and information to mums at key stages in their baby’s development. The interactive ‘organic story’ also provides the history of HiPP, and explains the lengths HiPP go to and the farming methods employed to ensure only the finest organic food makes it into each HiPP pack.
Dual navigation allows mums to search by product information or by stage and all content is filtered accordingly – interactive features also include lively chat forums, regular competitions and polls, and HiPP experts ready and waiting to answer questions at the end of an email.
Jane Mayall Marketing Director at HiPP Organic said: “We are very excited about the launch of the new site as it represents a new direction for HiPP Organic in 2011. We are delighted with how the two sites have come together in both in a user friendly way and with a design that sets HiPP Organic apart from the other Organic brands out there.”
Brooke Dalton-Brewer, Managing Partner of Spinnaker said: “This site is content rich indeed – pregnant women are in a very different mindset to women who have just had a baby, so the challenge was to ensure that the site appealed across the board and provided relevant information at each stage. We also wanted to reinforce HiPP’s organic credentials in a way that was in keeping with the brand and not overly worthy!”
