White Lily Flour Equity Content
White Lily flour is an institution in the South, but largely unknown elsewhere in the U.S. So when they launched their new line of ultra-premium flour blends, the brand looked to redefine their equity, while introducing the rest of the country to their existing core flours that have been a staple in Southern pantries for more than a century.
Brand Equity Story Video
The keystone of the new branding was a short film that showcased the perspectives of three unqiue White Lily loyalists, woven together in one compelling narrative. I interviewed the subjects, wrote the script and, and worked side-by-side with the editor to ensure we represented all sides of this multidimensional brand, while telling a cohesive story. The clients were so moved by the finished piece, they said they wanted the film to be a lighthouse for the brand and for all creative moving forward. It was also rumored to have brought tears to the marketing director’s eyes.
We learned from our consumer research that biscuits are the quintessential White Lily recipe that truly showcases the ingredient’s amazing results — tender, fluffy, white-as-snow insides with a kiss of golden brown crips on the outside (BRB, going to eat some carbs).
Optimizing for high search result rankings, we made a landing page dedicated to White Lily biscuits. Recipes, customs icons, and make-you-drool imagery filled the page — along with some technical baking tips to reinforce our equity as the Southern baking experts.
While the site’s goal was brand awareness, we still gave users a path toward purchase by recommending the right flour every baking occasion, with a product finder tool built into the site that located the nearest retailer.
The team and I also build a new brand website that tells the story of how White Lily flour can change your baking for the better and brings to life the brand’s rich Southern heritage.
The brand story film was featured prominently on the homepage. Knowing how important the farm-to-table story was to our consumers, we included a feature on the site that allowed them to trace their bag of flour to the specific farm where the wheat was grown using an on-pack code.
In addition to crafting all of the copy, I worked hand in hand with the UX team to define the features and functions of the site, and collaborated with designers to strike a beautiful balance between product information and baking inspiration.
Working closely with the White Lily brand team at the J.M. Smucker Company, we were able to dig up vintage imagery from the brand’s archives to add more rich detail to the heritage story.
The relationships we helped forge with the chef, farmer, and home-cook featured in the equity video led to additional partnerships and custom content for the brand.
The website content was also featured on White Lily’s social channels, creating authentic connections with new and existing fans. Overall, we were successful in making the brand relevant for bakers new to the brand, and reconnecting with the consumers who had been using the flour for generations.