FlapJacked Ingredient Education & Awareness

Boilermaker Ball

06 January 2020

The World According to Frank

07 January 2020

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FlapJacked is the maker of macro-friendly indulgences. Their products are made with premium ingredients, are higher in protein and lower in carbohydrates than conventional alternatives. These PODs are a major part in the marketing strategy and as such several channels were utilized to communicate these ideas through the lens of the FlapJacked brand. Bold and sometimes cheeky, but always advocating for living your best life in terms of nutrition and fitness.

Sweet & Savory Recipe Collection iPad Mockup

The Sweet & Savory Recipe Collection is the delicious creation of Lori Shaw, RP Strength’s Chief Recipe Developer, and FlapJacked’s Marketing Team. RP Strength is a group of PhDs, RDs, top researchers and athletes who use their expertise to help people meet their fitness and nutrition goals. It features 12 macro-friendly recipes that utilize FlapJacked Protein Pancake & Baking mix, are easy to make and perfect for every occasion.

Mouth Watering Visuals

Arguably one of the most important aspects of a cookbook, the photography featured in this collection of recipes makes you want to reach in and try the food right off the page. Each recipe page features a large, circularly cropped image of the finished product.

Ingredients + Nutrition

When RP and FlapJacked got together to create this collection we shared alignment on the idea that each recipe should feature the macro-nutrition of not only each ingredient, but also the recipe as a whole. In doing so, you are clearly able to distinguish where the calories are coming from and enables you to quickly do the math should you decide to swap one ingredient for another.

Interactive & Intuitive

With technology creeping into every aspect of our lives, we knew that the kitchen was no exception. As such, the recipe collection was developed with an iPad screen in mind and the final format is a universally accessible interactive PDF. Each page features interactive elements which quickly help you navigate from index to recipe and back.

Sweet & Savory Recipe Collection Photography

Sweet & Savory Recipe Collection Ingredients + Nutrition

Sweet & Savory Recipe Collection Interactive

The “Did You Know?” campaign is an example of a cheeky, attention grabbing social media effort. The goal is to highlight facts and educate the consumer about little known or possibly misunderstood ideas about nutrition or ingredients.

Another solution to the problem at hand was creating recipe posts for social media and Pinterest which included the calculated macro-nutrition breakout when using the FlapJacked Protein Pancake & Baking Mix.

FlapJacked wanted to flip the proverbial package around to highlight the ways their macro-friendly products would enable consumers to still indulge in their favorites while keeping on track with their fitness and nutrition goals. The Us vs. Them Campaign caught a lot of buzz on social media and was successful in pointing out that a kraft-paper packaging or the word “organic” isn’t always indicative of a healthy, balanced nutrition panel.

Creative Direction: Jennifer Bacon
Art Direction & Design: Nick Belotti
Product Photography & Illustration: Nick Belotti
Cookbook Photography: Nick Anderson
Cookbook Recipes: Lori Shaw
Copy & Strategy: Nick Belotti & the FlapJacked Marketing Team

Cookbook photography featured in the sections “Recipe Transparency” and “Sweet & Savory Recipe Collection” were contracted out to food photographer Nick Anderson of ForkinPancakes. All other photography, visuals and aspects of design in the aforementioned sections are my work.

Challenge

Design Details