Sector(s)
Team Members
Project Team
webmaffia
Prasad Devadiga, Creative Head
Purab Gaur, Sr. Designer
Ashwita Hosbettu, Lead Copywriter
Mansi Thaker, Sr. UI developer
Initiative:
Saffola, the Indian health care brand has over the years built an ecosystem which works actively towards adopting a healthier lifestyle. In the same pursuit and with a belief that health and taste can go hand-in-hand, Saffola wanted to introduce Fit Foodie, a one-stop destination for healthier recipes that are unbelievably delicious.
Brand USP:
• These recipes are not only healthy but also mouthwateringly delicious.
• These recipes reflect their healthy quotient in the form of a score derived from the Fit Foodie Meter (Meter Concept proposed by the brand and IDA – Indian Dietetic Association Approved)
• Each of the recipes is cooked and tasted by the panel of experts. Chefs, Food Bloggers and Nutritionists who check for the health and taste factor that each recipe carries.
Challenge:
To develop a website that stands out in the market, and is known for its uniqueness. Make it simple and user friendly to browse through.
The Task:
Webmaffia, one of India's creative digital agency partnered with Saffola to create this engaging platform. Right from participating in a competitive pitch, and then winning the brand over with complete digital brand strategy, Webmaffia has gone live with the website and has already received over 1,412,706 visitors( Google Analytics - Page View Count) in the last 2 and half months.
About the project
Objective:
To create a platform for wide range of recipes that are healthy & delicious. Popularise it with the target audience and make the website experience a positively memorable one.
Approach:
• We developed a contemporary website design for the healthy & delicious recipe portal
• The recipes were categories based on cuisines, course, ingredients and kids’ special
• Recipes were mainly in the form of videos and textual recipes
• A thought through user interface based on user navigation tendencies is reflected on the website which makes browsing through the site enjoyable
• Structured content is used to enhance the user search experience
• A responsive website is created to cater to the growing mobile user base
• User has the feasibility to login to the site using facebook. This makes the kick start process smoother and quicker
• Views count is utilized to track visitors visiting every recipe page
• Star rating using rate module with Google rich snippets integration for recipes
• Google search integration for better SEO performance
• Social media integration to allow users to be a part of the larger community and stay updated with the latest information from the brand
• Android Add to home screen optimized app
Feature Uniqueness:
• A unique feature called ‘send recipe to whatsapp’ has been introduced on the website. Using this feature, the user can send any recipe of their choice to their mobile phone for easy access. User can send it to a friend or family member they want to share the recipe with
• The feature called ‘My recipe diary’ allows users to create and maintain an online recipe diary where they can collect recipes for future reference.
• Features like Ask an Expert helps users get answers related to healthy & delicious recipe queries
• Users can also send in their recipes by uploading them through the Submit your recipe section
Social Media Presence:
• All video content is uploaded on the brand’s youtube channel
• A facebook brand page that engages the user base with an interesting mix of recipes, facts, polls and information about the unique features and experts is made available
• Twitter handle makes available information to the twitteratis by engaging them in different content pegs
• Google plus page to support the SEO strategy
fitfoodie.in has received 130,391 Total Sessions and 426,461 Page views in the month of January 2015.
Why Drupal was chosen
Here are the reasons that led us to opt for Drupal 7:
• The Fit Foodie Project is heavily based on Content Uploads and Content Management
• It included UGC (User Generated Content) features like comments, rating and submission of user recipes to a large extent
• All this had to be done within the stipulated project timeline, which was just 45 days
• This required a quick build solution which was not only fast enough but also secure and stable
• Drupal is a great out-of-the-box CMS solution. It is secure with good community support, and comes with node, user and comment module.
• We have also used views, rating, Simple FB connect, Metatag, Captcha and Webform modules to extend core drupal and suit our website solution.
All of this has helped us to deliver the Fit Foodie website within the deadline of 45 days.
Technical Specifications
Drupal version:
Key modules/theme/distribution used:
Rate - It is used for 5 star rating feature. Rate module template is customized to support google rich snippet code.
Views - This module is building block of all the recipe listing pages. We have used this module to create search engine friendly recipe filter URLs.
Simple FB Connect - Simple and faster way to integrate login with facebook feature to the website.
Metatag - For SEO meta keyword and description
Webform - All the website forms are generated using webform module and for additional security we have also added captcha module.
Node view count - This is also important module as it gives real time page view count recipe pages. Most viewed recipes are also being displayed basis this same module.
