Looye Recipes

Strategy and realization of new content on the Looye Kwekers platform

Looye’s mission is to let as many people as possible enjoy tasty tomatoes. In 2018 we realized the Looye website; the tomatoes almost literally splash off the screen. In addition to looking stylish, Looye’s desire arose to allow consumers to experience more of the brand and its products.

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KEYWORD RESEARCH

To allow as many people as possible to enjoy tasty tomatoes, it is essential to have content on the website that is relevant to the consumer and inspires. The keyword research that we did showed that people are constantly looking for recipes with tomatoes. So it is crucial for Looye to integrate this content on the website. In a Content Marketing workshop, together we looked at the possibilities of adding this content. Where on the website and what should it look like? The conclusion: a strategy for content marketing in which we primarily work with creating content around recipes with tomatoes, in order to bring more consumers into contact with the Looye brand. Secondly, we want to ensure that the platform enables Looye to tell the story around the brand even better.

PLATFORM FOR RECIPES

Our research showed that consumers are often looking for recipes with tomatoes. Adding recipes to the site could thus bring many new consumers into contact with Looye and greatly increase Looye’s potential reach. Brand experience and communicating the added value of the Looye brand were two important pillars in this respect.

LOOYE AS AN INSPIRING BRAND

Looye’s core values are stylish, tasteful and meaningful. This is reflected in the packaging of the tomatoes and of course on the website. The recipes had to fit in completely with this: rich content in a narrative format. The recipes radiate that it is all about quality: qualitative products that have been carefully portrayed. And mouth-watering to look at.

A COMPLETE UPGRADE OF THE PLATFORM WITH RESULT

What started with keyword research ended in a complete upgrade of the platform. The recipe section is fully integrated within the website, which means that Looye marketers are now flexible in adding different types of content. This allows cross-referencing, which has a positive effect on SEO and seduces the visitor to explore the Looye platform. In the future, new content can also be easily integrated into the existing components.

The great thing is: the investment immediately pays off. Organic traffic has increased sharply, and the number of subscribers to the newsletter more than doubled because a lot of relevant content is now offered. Moreover, the current site is future-proof: new campaign pages can be set up very easily, components are interchangeable on all pages and Looye has much more freedom in expanding the platform. All of this has resulted in a more mature platform that is future-proof.

Burst has helped us excellently with the way in which we can add this new type of content to the current platform. The result is a platform on which we can flexibly add even more relevant content for our target group. We are very happy with that.”
FLEUR VAN RAVENSTEIJN, COMMUNICATIONS SPECIALIST AT LOOYE

WHAT WE DO

Digitale Strategie, Consultancy, Survey, Experience Design, Interface- & Interactiedesign, Contentcreation, Measurements & Reporting.

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