Duncan Hines has redesigned its website to place an emphasis on user generated recipes and an easy to use search function that allows people to search across categories such as a particular holiday, color or ingredient. The goal is to provide both inspiration and an opportunity for baker recognition.
So far the results have been impressive, with time spent on the site up by 50%. And, while sales results have not been shared, the company says popular recipes for fruit fillings are inspiring new uses for the products. (Lukovitz, 2013).
When I worked in the category, I told my clients it was all about the recipes. So what do you think? Are you inspired to take out the mixing bowl?