Baking Mad Website
Allinson Flour is an established Westmill Foods brand selling flour, yeast and associated baking products throughout the UK.

The brief
Having already been appointed to re-design the Allinson brand, and to create the Westmill Foods corporate web site, we were commissioned to design a new website for Allinson’s customers in the form of an online community and shop: bakingmad.com.

Our content map incorporated recipes, a message board and links to other sources of help and information. It encourages visitors to join the Baking Club, the members of which receive free recipe ideas, informative fact sheets and newsletters containing exclusive offers and promotions.

Our solution
As a consequence, the decision was made to create an ‘unbranded’ site, which would attract all home bakers, whether baking by hand or using a bread-making machine. Only on clicking through to the online shop do visitors become exposed to branded content.

The home page was given a welcoming and kitchen-like feel, featuring a blue tiled background and kitchen counter with fruit, bread rolls and tea-towel. Friendly typefaces and a clear menu make the site immediately accessible and the ‘Recipe of the Month’ button is prominent, allowing regular visitors to go straight to instructions on how to bake the latest recipe.

At the same time, the content of the site is comprehensive, to cater for everyone from the nervous beginner to the experienced home baker.

Website address
http://www.bakingmad.com

The results
Statistical analysis capabilities are built into the site so that Westmill can monitor site traffic. These show that it is consistently popular and receives a very high rate of hits, with around 52,000 new visitors this year. The Allinson brand benefits significantly from the popularity of this respected site.