Creative Direction | Design | Video Editing
Creating Sweet Shoppable Moments
Duncan Hines has been inspiring the nation with sweet treats for over 50 years. As these sweet-seekers moved online for purchases we want to ensure we supported and inspired them.
Our approach—express the flavorful creativity of the brand delivering baking inspiration at every turn. From shareable fudge brownies and gooey cookies to single-sized mug cakes to indulgent seasonal kits, we served up the best-selling products, key benefits, popular tips, and delicious recipe ideas.
Teasing them with taste
From indulgent layers of chocolate to warm gooey caramel to fluffy moist cake, we captivated appetites with auto-playing videos to intro each category.
Serving what they crave
We carefully arranged and categorized the range of products according to how shoppers searched—deliciously highlighting new and best-sellers.
More delicous ideas. More reasons to buy.
A variety of recipe inspirations and related products convert each page into an opportunity to cross-sell. We wanted shoppers to leave convinced Duncan Hines needed to be their baking solution for all future desserts.
Delivering relevant yum
Though much of the store reflects sweet everyday moments, we planned content based on seasons and trends. From Summertime Favorites to Delicious Fall Flavors shoppers have more reasons to celebrate their creativity.
Messaging that matters
We included live messaging throughout the store that playfully expanded on the benefits and incorporated top performing key words.
