Customized Website/Microsite.

CondeNet

Bertolli Restaurant-Inspired Menu for Your Home

Just the Right Ingredients

It was not a flash in the pan that Italian brand Bertolli sought to whet appetites for its new frozen dinners for two, but more the Flash element of a microsite in tandem with Epicurious.com (CondeNet) to extend the consumer experience beyond the advertorial section running in Bon Appetit.

"This program utilized the impact of Flash to provide a contextually relevant, visual, and content-rich user experience that would resonate with Epicurious.com readers," says Molly Baldwin, director of creative services. "Through the elegantly executed, interactive menu planner, the site makes use of the interactivity of the Web to enhance the in-book advertorial-further enabling consumers to engage with Bertolli on a deeper and more meaningful level."

Bertolli was a welcomed addition to the already robust Epicurious.com that is the online home of Bon Appetit and Gourmet magazines, which features original editorial on every aspect of food and drink with over 20,000 recipes. Consumers logged on to find an interactive menu planner featuring Bertolli products and helpful tips (wine-meal pairings) for planning parties, as well as the ability to save favorite recipes into an Epicurious recipe box.

To further attract consumers, the site, which ran from August to December, boasted a dream kitchen makeover sweepstakes and a free sample giveaway offering registrants Bertolli Extra Virgin Olive Oil and Olive Oil & Garlic Pasta Sauce to create their classic brochette recipe. Bertolli products featured prominently throughout the site and with multiple paths to Bertolli.com.