Dakota Grass Fed Beef
B2C, CPG, Food + Beverage
Dakota Grass Fed Beef, one of the brands under parent company Meyer Natural Food, was operating out of a static landing page.
An initial audit of Dakota Grass Fed Beef’s website showed all the successful signs of a full website – analytics, calls to action, contact features and even discount codes offered to website visitors.
While the analytics were in place, the items holding the analytics were missing from the landing page. The site needed more CTAs, more opportunities for users to engage with the page, more pages within the site and – most importantly – contact information.
Integrating Brand Updates
The Discovery and Research phase proved that a desire for “organic” meat was growing within the food industry, and because Dakota built its brand on the “Grass Fed Revolution” of its meat products, it wanted to take advantage of that term. Using the new branding developed by Dakota’s internal team, we aligned the creative strategy on the website to reinforce the brand’s language and visuals.
With many more pages on a new site to furnish, we needed fresh content that really displayed Dakota Grass Fed Beef’s products.
We took the fresh products to our studio and outdoor space in Cincinnati, Ohio. In our space, we were able to set up a test kitchen, complete with wooden tabletops and an outdoor area.
The location was versatile enough for us to shoot stylized images of the products, as well as outdoor images of people enjoying the products together.
But in case consumers wanted to purchase from the site, Dakota Grass Fed Beef products were sold on the Meyer Natural Foods website.
Of course, a food brand site is not complete unless it features recipes and tips for cooking its products perfectly.
Not only did we introduce recipes to the former landing page, but we categorized each recipe, ensuring consumers could find the exact recipe they were looking for based on products and keywords.
Grass-fed Revolution Newsletter
The final touch of the website: User engagement.
Dakota Grass Fed Beef was very proud of its organic promise to its consumers. The brand not only wanted to capitalize on that promise by creating a page explaining its process to ensuring its products are GMO-free, pesticide-free and gluten-free; the brand also turned its newsletter into The Grass Fed Revolution.
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