Hello everyone,
we just relaunched ültje's corporate brand web site at http://www.ueltje.de. ültje is the leading German brand for peanuts of all sorts, cashews, macadamias, pistaches, mixed nuts etc.
Goals of the web site relaunch was to transport the brand including its lines in a much better and much more emotional way.
From a conceptional point of view, ültje wanted to strengthen the communication with the consumer and give him a much more active role. Prior to starting the project, we had conducted a survey on the old site on what people actually would like to see on the new ültje site. One major thing was: a lot more interactive features! ültje on the old web site had a couple of cooking recipes, all based on nuts of any sort, and they were really quite popular as home cooking somehow has great popularity right now in Germany. So people sent in their own recipes by email, however, as the old site was static and quite a desaster from a coding point of view. So these new recipes never found its way to the acutal web site.
So one highlight feature is the ability for users to write their own cooking recipes, vote on them and exchange recipes on the site (you can find this under "Rezepte"). Recipes then can be voted and commented upon.
Also, the user is rewarded for writing recipes and publishing them, even for comments etc. - every now and then, the user with the highest rank will get a box full of asorted nuts or other merchandise as a price.
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