Food

SILVER: Web Channel

Kingarthurflour.com

Although it was established in 1790, King Arthur Flour shows that an old-line brand can rise to the challenges of today's online world. A merger of its Bakerscatalog.com e-commerce site into Kingarthurflour.com and a coinciding redesign resulted in a huge increase in page views, unique visitors, registrations and revenue.

WHY IT WON A SILVER AWARD: Right from the home page, King Arthur Flour entices customers to want to bake. The page is “beautifully executed and branded, and appealing to the customer through color, imagery and copy,” said one judge.

King Arthur Flour further strengthened its brand through its online community by sharing recipes and showcasing products. The copy is descriptive, noted one panelist, “and written from the voice of someone who loves to bake. This voice carries through selling and non-selling copy.”

WHY IT DIDN'T WIN A GOLD AWARD: The site's SEO was touch-and-go. King Arthur Flour ranked high when searching for recipes, community and blogs, but not for its product selection. — TP

Creative director: Janet Matz

Marketing director: Halley Silver

Webmaster: Joe Caron

Website designer: Jim Taylor

Search engine marketing: PM Digital

Merchandiser: Tracy Taylor

Copywriter: P.J. Hamel

Photographer/illustrator: John Sherman