TRUfree Website
Tru-Free is one of the UK's leading brands of wheat and gluten free foods, but they required a slightly different perception to the brand. They wanted their customers to see the product range as a premium food brand first and foremost, with the additional benefits of their nutritional make-up as a vital but secondary element.
The Brief
Having rebranded their product range, TruFree approached A&P to bring their website in line with their new look. Key to their aspirations for the brand was the introduction of some 'personality' into the site to make it fun, interactive and interesting, while at the same time establishing themselves as a leading authority on the subject of restricted diets.
The Concept
People who have to follow a restricted diet want much the same from their brand websites as any other group of food consumers. They want to share their stories, recipes and news, to chat on blogs, to keep up to date with the latest developments and to be the first to know about any special offers, competitions and promotions.
By creating a site with all of these features, A&P aimed to generate a new, positive image for the brand and give consumers a reason to return to the site regularly, building brand loyalty.
The Production
Ensuring consistency of branding from point of sale to the online experience, A&P created a website with a high quality look and feel. With the heavy use of black, accented by subtle splashes of distinctive green branding, the visitor is instantly aware that they are in a premium brand environment. This is a proven strategy for premium products, with the American Express Black credit card perhaps the most famous example.
The TruFree copy tone was also carefully considered, ensuring it was witty and amusing for the discerning reader. The brand name was also incorporated wherever possible, giving rise to Tru Life Stories, a Dream Come Tru promotion and some Tru-ly scrumptious recipes, subtly reinforcing brand recognition and core values.
The site was made as interactive as possible including readers own stories, TruFree Polls to assess products and consumer expectations, and an opt in subscription for a regular email newsletter. The content of the site was set up to change regularly too, with new recipes and new products prominently featured to encourage repeat visits and build brand loyalty.
We have also used the new TruFree website as a vehicle for other promotional activity, including a Maldives Holiday click to win promotion which was created and managed by A&P.
The Result
The new TruFree website has been extremely well received by both the client and their consumers, with an increase of over 60% in visitor numbers since the redesign, bringing the total visits since launch to almost half a million.
Feedback from existing users of the TruFree website has also been very positive. Users have enjoyed having more say in the site and more ways to interact, bringing them closer to the brand and reinforcing the feeling that TruFree are the restricted diet consumer champions who can be relied on as an expert source of help and advice.
TRUfree Features
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