Leading retailer, Asda, is launching a new Asda Magazine recipe website (www.asdarecipes.com) featuring recipes designed to cater for all the family’s tastes. Publicis Blueprint has led the site development, which features sophisticated search functionality to make the customer journey as intuitive as possible.

As the lead agency on the Asda Magazine offline and online, Publicis Blueprint was briefed to develop the new site, which aims to enable users to navigate simply and quickly find the foodie information they’re looking for.

Categories include “Speedy suppers” and “Family weekday dinners” as well as “Celebrity chef” suggestions. Dietary requirements, such as vegetarian, gluten-free and dairy-free, are well catered for. The site also offers inspiration for meals, based on key word searches. 

A beta version of the site garnered upwards of 60,000 visits in a month, through organic search alone. This is expected to increase when the full version goes live. Asda magazine is also launching new initiatives to promote the site which will be updated daily – including TV listings, money-saving coupons and extra features.

Lucie Swallow, Head of Print, Asda Advertising said: “'We know our customers lead very busy lives so we wanted to take the hassle out of mealtimes, making it quick and easy for customers to find inspiration for what to cook. The Asda recipe site is a one-stop shop of ideas for all occasions.” 

Julie Goodair, Group Account Director, Publicis Blueprint added: “This is a really exciting time for the Publicis Blueprint digital portfolio. We’re thrilled to be launching this new food website on behalf of Asda and delighted that we have already had such positive customer feedback prior to its full launch. The idea was to keep the site as simple as possible to navigate, with our quick and easy search mechanism, while still giving people lots of choice and help on what to cook.”