Tenthwave honored as One Show finalist

DuncanHines.com inspires bakers . . . and judges . . . with revolutionary design
By: Tenthwave
 
NEW YORK - April 14, 2014 - PRLog -- NEW YORK – Tenthwave (http://www.tenthwave.com) has been recognized by the prestigious One Club for its design and management of duncanhines.com (https://www.duncanhines.com) , whose content-responsive platform revolutionizes digital marketing for CPGs.

The website is a One Show Awards finalist for User Experience Design, in two categories: Design Craft and User Experience.

The content-responsive platform of http://www.duncanhines.com combines Pinterest-style visuals with predictive search to create a personal recipe for content: Content builds cumulatively as you browse, and constantly refreshes as you search. Thousands of recipes and ideas are grouped together based on similar characteristics; your search triggers unexpected connections and delivers what’s delicious to you. A luscious, scrolling palette of photographs arranges itself around your favorite flavors, occasions, seasons and colors.

Results: Average visit length jumped 50%. Duncan Hines’ digital community tripled in just 20 months to 1.75 million.

Bakers inspired the site design. Tenthwave surveyed 15,000 Baker’s Club members on their digital habits and baking lifestyle to create the platform.  Baker’s Club members beta-tested the site, and said: “I love that the graphics aren't just pretty, they're informational.” “Wonderful pics. Great variety of choices. Placed it in my ‘Favorites’ immediately.”

“The site was created in response to what bakers told us they really enjoy about baking,” said Chris Slager, president of Duncan Hines Grocery Division at Pinnacle Foods.  “Tenthwave’s consumer expertise and Duncan Hines’ rapport with our 15,000 Baker's Club members drove extensive research, with quantitative insights into bakers’ digital habits, needs, baking lifestyle, likes and dislikes. We’re gratified that bakers – and One Show judges – have embraced duncanhines.com (http://www.duncanhines.com/).”

"We’re proud to be among the best agencies in the country as One Show finalists," said Drew Rayman, Tenthwave managing partner. “The Duncan Hines team at Pinnacle Foods has inspired us to create a site that reflects the lifestyle and passion of avid bakers. Our customer-obsessed approach really benefitted from the affinity that Baker’s Club members have for the brand – and each other.”

DuncanHines.com (http://www.duncanhines.com/) is the vanguard for CPGs stuck in top-down content architectures and traditional navigation. More details on its architecture is available at the One Show Awards case study (http://enter.oneclub.org/viewentries/?id=41952).

About Tenthwave

Tenthwave (http://www.tenthwave.com) is an ultra-curious digital agency on a mission to increase brands’ market share, launch new products with a bang, and out-innovate the competition. We dig deeper to find transformative ideas that seduce the hearts and minds of customers.

Known by clients as a more personal full-service agency, Tenthwave’s core service offerings lie in award-winning strategy and creative, plus research & analytics, digital development, branded content, user experience, social media, online media, and promotions.

We are Tenthwave: The Customer Obsessed Digital Agency.

Our 100 employees in New York City, Long Island, Chicago, Detroit, Washington DC and London produce award-winning work for amazing customer-obsessed clients like eBay, Duncan Hines, Visa, Prudential, Facebook, Pepperidge Farms, NBC Universal, Cape Cod Chips and FLOWER Beauty.

Tenthwave is a privately held agency ranked in the Ad Age Top 500, recognized as a Facebook Preferred Marketing Developer, and a PROMO Top Shops Agency.

For more information visit http://www.tenthwave.com or http://www.facebook.com/Tenthwave, or follow us on Twitter @Tenthwave.

About Duncan Hines®
Duncan Hines® inspires today’s passionate bakers to “bake on” by exploring the endless possibilities of innovative and decadent baking creations. The Duncan Hines product line includes more than 80 mixes ranging from cakes and brownies to muffins and cookies as well as ready-to-spread frosting.  With a relentless commitment to quality, every product and recipe is developed in celebration of Duncan Hines, a real man and foodie who, before Fodor’s or Zagat, traveled the country in search of the best culinary and pastry inspiration. For more information on Duncan Hines, log onto http://www.duncanhines.com. Duncan Hines® is a portfolio brand of Pinnacle Foods Inc.

About Pinnacle Foods
In more than 85% of American households, consumers reach for Pinnacle Foods brands. Pinnacle Foods is a Top 1000 Company ranked on Fortune Magazine's 2013 Top 1000 companies list. We are a leading producer, marketer and distributor of high-quality branded food products, which have been trusted household names for decades. Headquartered in Parsippany, NJ, our business employs an average of 4,400 employees. We are a leader in the shelf stable and frozen foods segments and our brands hold the #1 or #2 market position in 10 of the 13 major categories in which they compete. Our Duncan Hines Grocery Division manages brands such as Duncan Hines® baking mixes and frostings, Vlasic® shelf-stable pickles, Mrs. Butterworth's® and Log Cabin® table syrups, Wish-Bone® and Western® salad dressings, Armour® canned meats, Brooks® and Nalley® chili and chili ingredients, Duncan Hines® Comstock® and Wilderness® pie and pastry fruit fillings and Open Pit® barbecue sauces. Our Birds Eye Frozen Division manages brands such as Birds Eye®, Birds Eye Steamfresh®, C&W®, McKenzie's®, and Freshlike® frozen vegetables, Birds Eye Voila!® complete bagged frozen meals, Van de Kamp's® and Mrs. Paul's® frozen prepared seafood, Hungry-Man® frozen dinners and entrées, Aunt Jemima® frozen breakfasts, Lender's® frozen and refrigerated bagels, and Celeste® frozen pizza. Our Specialty Foods Division manages Tim's Cascade Snacks®, Hawaiian® kettle style potato chips, Erin's® popcorn, Snyder of Berlin® and Husman's® snacks in addition to our food service and private label businesses. Further information is available at http://www.pinnaclefoods.com.

Media Contact
Eric Schwamberger
***@tenthwave.com
(212) 933-9221
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Source:Tenthwave
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Tags:Digital, Marketing, Brands, Content, Social
Industry:Food, Marketing
Location:New York City - New York - United States
Subject:Awards
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