Wish-Bone®—a dinner table staple for more than half a century—tasked Story with helping them unveil “Bountifuls®,” a new line of chunky salad dressings. To create consumer awareness and generate sales, we dressed up their website with entertaining online activity that helped consumers interact with the brand and associate it with fun and nutrition.

Story created a special online interactive experience in which consumers could “plant” and customize their own digital gardens. To get started, users picked from a variety of environments and 25 different types of seeds (including five mystery seeds). Tending their gardens and watching them grow encouraged daily return visits, and the chance to win a reusable Greenshopper shopping bag motivated users to come back regularly. Our goal was to evoke both taste and health benefits through a simple and streamlined interface and a casual, fun tone.

Since May 2009, Story has created and deployed emails for Wish-Bone® to support its multifaceted campaign. These emails deliver coupons and news while providing ideas and suggestions for how products can be incorporated into meals. Routinely beating Unilever benchmarks, correspondence invites consumers in and offers subscriber-exclusive perks. A recent study shows that an email reader who visits the site views an average total of four pages (8% higher than the site’s average) and stays on the site for and average of two minutes (7% higher than average).

When Wish-Bone® approached Story in December 2008, they needed help representing their renowned dressing online. We drizzled on a healthy dose of new recipes, produced garden-fresh site features (“Delicious News from Tyler Florence”, launched March, 2010) and reimagined their product pages. The resulting bounty lead to tremendous gains in recipe searches (+69%), increased time viewing these recipes (+93%) and Wish-Bone® products (+38%) and a more than 60% boost in overall subscribers.