Serving Families Like Yours for 60 Years
If you live in Rhode Island or Massachusetts, chances are you’re familiar with Willow Tree. Those square yellow tubs of Willow Tree Chicken Salad in Buffalo, Classic, Cranberry, and Curry flavors are snapped up in supermarkets by legions of Willow Tree fans throughout New England. Founded in 1954 as a neighborhood chicken and egg farm in Attleboro, Massachusetts, Willow Tree has evolved into a well-known and well-loved regional producer of chicken and turkey pies, deli salads, dips, and gravies. The success of its most popular items – chicken salad and chicken pie – has helped drive the company’s growth. Willow Tree products can now be found in 3,000 grocery stores on the East Coast, and the company operates a flagship store in its original Attleboro, Massachusetts location.
The Details
The primary challenge for Willow Trees’ website, as with many other consumer brands, was how to create clear pathways for their B2C and B2B customers who would be coming to this site with different goals.
Keeping it Warm and Homey
As a well-loved consumer brand and purveyor of comfort food, it was important to match Willow Tree’s warm, homestyle look and feel on their new website. We did this by featuring the same red and yellow color palette, font styles and graphic shapes used on Willow Tree product packaging. And simple illustrations with a hand-drawn, vintage feel convey Willow Tree’s “country farm” origins.
Connecting with Retailers
Like other consumer brands we’ve worked with, Willow Tree’s website also needed to engage another important audience – potential retailers. A prominent “Retailers” link in the site’s header leads to an intake form for retail inquiries. There’s also a section for retailers to download product images and logos for point-of-sale marketing.
Key/Notable Features:
- “Where to Buy” filtered search with map and directions
- Social media feed
- “News and Deals” email sign up
- Downloadable product images and logos for retail marketing
- Printable recipes
- Accessible design
