Fonterra

Background

Global food consumption is changing, with solid trends for sustainably grown food, plant-based beverages, and less processed foods. With those trends have come changes to what Fonterra’s customers value, and their competition.

Fonterra needed to refocus its storytelling to educate customers about the unique nutrition benefits of milk and dairy and differentiate their products from the competition.

To tell those stories they created a new Dairy Nutrition Hub in hero location on their global website. That’s where Big On Writing came in – we were tasked with writing science-based articles on a wide range of nutrition topics so there was a strong foundation for the launch of the content hub, and then with ongoing work covering the key health and wellbeing benefits of dairy, reacting to topical news and supporting key Fonterra milestones.

Challenge

People care deeply about their health and the environment – so with strong connections to both, dairy nutrition is a hot topic. Our articles had to be well researched and hero the science, however also be interesting and digestible so they’d actually get read.

That’s a tough combo, but BOW’s writers were up for the challenge. Having written on sustainability, food, health, and farming for organisations like MPI, DOC, Westpac, and Genesis, our team are well-rounded technical writing experts.

There’s a lot of misconceptions about dairy so combating these with clear nutrition info was one key obstacle. We approached that with a direct writing style that busted myths by quickly getting the point across, and then reinforcing it with strong evidence.

Another challenge was comparing milk and dairy products to the competition without falling into the ‘he said, she said’ trap. Third-party experts and research papers were useful, providing a non-biased view wholly focused on the nutrition merits of each option and with no agenda except the well-being of people.

Solution

Our writers and project manager worked closely with Fonterra’s marketing and nutrition teams to brainstorm topics, create briefs, define SEO needs and set-up a regular WIP and feedback process. This led to the Nutrition Hub smoothly launching with nine original articles written by BOW. Another eight articles (and still counting) followed to provide the hub with a consistent stream of new content, react to trends, and discuss topical nutrition news.

Results

The Nutrition Hub was well received internally for the quality of information and writing. It’s serving to position Fonterra as a nutrition leader, with click through and viewership.