Catelli Feed the Hope Campaign Site
More than 850,000 Canadians use food banks every month and 36% of those people are children and youth. Fighting food insecurity in Canada is an important cause for Catelli Pasta. That’s why for the past 10 years, they’ve donated millions of servings of pasta to families in need.
The challenge was to design a responsive, bilingual campaign landing page that would educate Canadians on food insecurity issues that affect our children and youth and motivate them to create positive change through their actions.
The solution was to clearly lay out the what/why/how of the campaign and leverage our compelling statistical data to evoke and emotional response and inspire the user to take action.
Upon arriving, users are presented with the issue of food insecurity and are prompted to engage with lunchbox visuals which open to reveal further information on rollover. We wanted to keep the onboarding process to a minimum as the goal of the site is to get users to take action. To ensure this we also included a fixed CTA that would anchor to the “how you can help” section of the page which houses the actionable items.
The “how you can help section” shows the user 3 ways they can help and then provides them with the tools to do so. The user can take action by either buying Catelli pasta products, donating specific items or volunteering their time at a local foodbank.
To further our reach, we prompted users to share the campaign on their social channels with a pre-populated message to inspire and challenge others to fight food insecurity in Canada.
The challenge was to design a responsive, bilingual campaign landing page that would educate Canadians on food insecurity issues that affect our children and youth and motivate them to create positive change through their actions.
The solution was to clearly lay out the what/why/how of the campaign and leverage our compelling statistical data to evoke and emotional response and inspire the user to take action.
Upon arriving, users are presented with the issue of food insecurity and are prompted to engage with lunchbox visuals which open to reveal further information on rollover. We wanted to keep the onboarding process to a minimum as the goal of the site is to get users to take action. To ensure this we also included a fixed CTA that would anchor to the “how you can help” section of the page which houses the actionable items.
The “how you can help section” shows the user 3 ways they can help and then provides them with the tools to do so. The user can take action by either buying Catelli pasta products, donating specific items or volunteering their time at a local foodbank.
To further our reach, we prompted users to share the campaign on their social channels with a pre-populated message to inspire and challenge others to fight food insecurity in Canada.
Paper Wireframes
Mid Fidelity Wireframes
After re evaluating our content hierarchy, we decided to take out the progress bar as there was not actual way to track the units of pasta sold and also moved the Catelli manifesto underneath the "how to help" section as the main function of the site is to get users to take action.
High Fidelity Mocks V1
At this stage we presented 2 high fidelity landing page concepts for client to choose from.
High Fidelity Mocks V2
Client wanted to combine different elements from the 2 concepts in V1 and after some preliminary user testing we realized we needed to have a fixed CTA that would anchor to the "how you can help" section of the site. We also updated the current Catelli site header to include campaign creative and drive to the Feed the Hope site.
See the site here!
