Busy shoppers means Janes builds online presence

June 12, 2012  |  Evra Taylor  |  Comments

To better reach its busy consumers, Janes Family Foods has launched a new online project to complement its main website with the help of Toronto agency Fuse Marketing Group.

The new site, MakeEverydayEasy.com, is Janes’ first foray into digital recipe books, and is separate from its corporate website, JanesFamilyFoods.com.

According to Linda Fox, director of marketing at Janes, the concept of “everyday made easy” emerged from the ever-growing number of women in the workforce and the typically stressful way people are feeling at 5 p.m. when it’s time to serve up a meal.

“We previously had recipes on our corporate web site, but the content wasn’t interactive,” Fox said. “Our goal is to help the working dad or mom shop from their freezer and be able to put a Janes meal on their table within 25 minutes. This new site expands our meal offering by providing consumers a greater range of options.”

To promote the initiative, Janes e-mailed nearly 10,000 people in its database, and will continue to reach out with new content, contests and incentives in early 2013.

“In the past, we’ve made contact with mom bloggers, providing them product samples and asking them to write reviews. We’ll be asking for their feedback again, and will be making the site increasingly interactive,” said Fox.

Fuse is Janes’ agency of record for digital communication, having worked with the brand over the past three years.

Janes’ AOR for strategic direction and implementation is Clean Sheet Communications.

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