Wish-bone

Elevating a brand through digital

Wire Stone shifted perception of Wish-bone with a digital overhaul

Like many CPG brands, Wish-bone’s website had fallen behind the times. Its outdated style was too comic and off-demo, the experience was stale and uninspiring, and the brand story was either missing or off-message. When Pinnacle Foods acquired the Wish-bone brand, they immediately knew they need a change. So Wire Stone came in to save the day.

Instead of taking cues from other CPG brands, Wire Stone looked to restaurants and bloggers to develop a visual storytelling language that truly connected with consumers and elevated the Wish-bone brand story. And instead of a cookie-cutter template that felt more like a product catalog than an invitation to a delicious meal, Wire Stone built a digital user experience focused on bold, inspiring imagery and elegant navigation (on page and between pages) that ensured users could find the exact right flavor and recipe for them.

And the results paid off, not just in the form of a beautiful new web experience, but through industry recognition like a WebAward for Outstanding Website, and a W3 Award Silver for Food and Beverage.