BAMA's unique position in the Norwegian market means they have a lot of insight about the products. Their challenge was to get all this knowledge to the people in the form of useable content that would inform and inspire. There is an added challenge; people don't go to BAMA's front page directly, their user journey starts with search leading them to product and recipe pages.
As almost 90% of all visits to BAMA's website were on products pages, it was pretty obvious that the products should be elevated to receive the attention they deserved. In the new BAMA website, the beautiful products serve as heroes, being the hubs where consumers land. From there we direct people to content; recipes, preparation techniques and information.