The attractive and engaging Clover Cream website is designed to appeal to cream lovers, chefs, cooks and ‘foodies’ of all ages and persuasions. The perfect complement to the brand, the website’s purpose is to encourage sales and consumption of Clover Cream by delivering an appealing and engaging online experience that stimulates conversation, hype and consumer interaction.

A key challenge was to define how to create an online environment that would deliver an engaging experience to cream consumers. This was solved by creating a fun, interactive virtual kitchen that visitors can explore. Features and elements within the kitchen act as navigation points to the site’s functionality and content — the fridge, the counter, the clock, for example.

Another important part of the brief was that the website should enable cream consumers to interact with Clover and each other. This has been achieved by providing a range of useful tools and features exclusively to registered Clover Cream community members.

One of the primary features is the regularly updated book of cream recipes, which visitors can browse through. As well as trying the various recipes, site visitors are encouraged to rate them and, once they have registered and joined the community, they are provided with a personal ‘Recipe Journal’ that they can use to store their favourite recipes, notes, ratings and preferences in.

The Recipe Journal also allows community members to search for one other by name or shared interest, view each other’s profiles and to send each other messages. It also features an extended version of the public Clover Cream Calendar, which allows members to save and prepare for upcoming special occasions and events.

As well as featuring recipes and product information, the site includes a fun food trivia game, tips on cooking with cream, a glossary of cooking terms and an expert chef on call to help solve specific queries.

A mobile version of the website was also developed, allowing users to either send a recipe to their cell phone, or navigate to the mobile website directly.n the financial services sector