Ontario-based grocery retailer Metro’s customers make up one of Canada’s most multicultural provinces, but that’s largely underrepresented in holiday marketing.

To change that, Metro’s 2021 holiday campaign encouraged shoppers to refresh their traditional holiday menu with new-to-them, community-sourced flavours. But that encouragement needed to be backed up with a source of inspiration too. That’s where the website experience came in.

To bring this vision to life, I conducted extensive user research by crafting interview and screening questions for participants, then narrowing down and streamlining submissions to create each page.

With our strategic media placement on websites like Pinterest, I knew that site visitors would be seeking scannable inspiration to build out their holiday menu with the right mix of main/appetizer/side/dessert. So to reduce friction and support discoverability, the website itself needed to be clear and directional. I categorized each submission with one of these menu tags, to make the experience easier to navigate, and created short blurbs for each recipe that highlighted the family stories behind them to further drive interest and clicks.

Press: The Message, StrategyOnline