CRM Rebranding & Redesign

ReadySetEat, ConAgra's flagship CRM program, had initially been developed with its equity-focused on efficient convenience and value. But foodie culture and recipe content had been changing rapidly. Clean eating, more adventurous palettes, and the pressure to make food look as beautiful as possible for Pinterest and Instagram were significant trends in an evolving recipe content landscape. Our recommendation was to rebrand the RSE program to reflect those changing consumer insights better.



Value Statement
ReadySetEat inspires the free-spirited chef inside you by sharing recipes, cooking ideas, and advice that help you turn your kitchen into a place where bold culinary adventures take place. 



Brand Story
When you cook, you cook bold. It’s a grand adventure—and the journey is as important as the destination itself. You want the meals you make to be delicious, and you want to be inspired by the experience of making them. At ReadySetEat, we’ve got your back. Our tips, techniques, demonstrations, and recipes will inspire your confidence and grow your creativity. And along the way, we’ll show you just how awesome cooking can be—and how much more fun it is when you’ve got the right friend along for the ride.  

We created a new brand essence, "Unleash Your Culinista," to capture a new adventurous attitude and be the brand equity Northstar for the program. We developed a unique value statement, brand story, and voice to guide the content strategy and visual identity development. We developed tips, techniques, tutorials, articles, step-by-steps, listicles, and recipes. Finally, we created the new content strategy pillars (Cooking Bold, Inspiring Confidence, and Expressing Creativity) to motivate and inspire the target in her daily life.

We developed mood boards to explore different visual interpretations of the new equity direction with color palettes, graphics, typography, and logo treatments. Additionally, we created contemporary photography and video guidelines to reflect the more adventurous approach to cooking with recipes. As a result, food styling, setups, and propping became much more about adventure, experimentation, and fun in the kitchen.