Choice

CHOICE Magazine’s Food For Kids website helps parents understand the food they feed their kids, supported through powerful Web 2.0 comparison, contribution and sharing website tools.

Client Objective:

• Food for Kids is produced by CHOICE Magazine, Australia's leading not-for-profit consumer organisation, a long standing Wiliam client for over 6 years.


• Food for Kids by CHOICE Magazine was developed to provide information and to educate parents in the world of buying Food For Kids.


• Using Web 2.0 technology, the site needed to allow parents to dynamically search and compare foods, getting a complete breakdown of nutritional content and have the ability to send this information to others.


• Food for Kids by CHOICE Magazine gives parents an outlet where they could both draw attention and put pressure on the food industry and Federal Government Legislation, to ultimately, make a difference against the fight of childhood obesity.

Wiliam’s Solution:

• Wiliam designed a website that incorporates food categories with images, nutritional content for everyday items, a detailed review of the items and also cipher’s misleading information about products, exposing the truth about some foods.


• Wiliam’s effective use of Web 2.0, answered the clients demands for user-generated content, giving them access to blogs and online petitions in a hassle-free manner. It was quite clear that consumer’s interaction was key to the website, giving parents a voice to participate in polls, discussions, and raise issues within the websites blogs.


• The Food For Kids website by CHOICE Magazine is highly transactional, interacting directly with consumers and posting information. Visitors to the site are able to interact through blogs, email campaigns, polls and subscriptions, leaving information of their own, thus expanding the websites detail and making visits tailored, personal and interactive.


• Sitedock™, one of the leading content management systems developed by Wiliam, was used to create a custom application to allow not only information to be constantly uploaded, but permitting sizeable traffic in and out of the Website. The design had to reflect on the tone of Food For Kids – clean, healthy and visually stimulating to create and sustain consumer interest.

Successful Outcome:

• Ten’s of thousands of visits were recorded on the first day, sending dedicated servers into overdrive.


• The website gained significant media coverage in print, television and radio, making Food For Kids a powerful success that exceeded CHOICE’s expectations.


• Wiliam’s web solution enabled CHOICE to get their strong message across, with marketing expectations and a vast amount of web transactions were met with the greatest of ease.