Helping people see more possibilities in an everyday ingredient
Omela is a multifunction creamer produced by Frisian Flag Indonesia, one of the country’s established dairy companies. With more than two decades of presence in Indonesia, Omela has been used to add richness and flavor to a wide range of food and beverage preparations.
As consumer behavior shifted during the pandemic, more people were cooking and looking for ideas online. This created an opportunity for Omela to move beyond product awareness and show consumers how the ingredient could be used at home.
Suitmedia partnered with Frisian Flag to develop a recipe portal that would serve as the landing page for Omela’s digital campaign. The platform combined recipes, cooking tips, downloadable shopping lists, videos, social media access, and search-friendly content to help consumers discover practical ways to use Omela.
A familiar product needed a broader role in the home kitchen
1. Omela had to compete for attention in a changing market
The food and beverage industry is highly competitive, with brands competing not only on product quality but also on relevance, visibility, and everyday usefulness.
Omela had an established presence, but a digital campaign required more than repeating a product message. The brand needed to provide a reason for consumers to visit, explore, and return.
This was especially important in early 2021, when many people were spending more time at home and using digital channels to find cooking inspiration. Consumers were not only looking for products; they were looking for ideas that could help them decide what to prepare next.
2. The product’s versatility needed to be demonstrated
Omela’s value came from its ability to work across different recipes and preparations. But versatility is difficult to communicate through a single product image or short advertisement.
Consumers needed to see how the product could fit into meals, snacks, drinks, and home cooking routines. The challenge was to turn “multifunction creamer” from a product description into something people could imagine using.
The website therefore had to provide practical evidence. Recipes and cooking hacks could show Omela in context and make its use more concrete.
3. The campaign needed a digital destination, not only digital promotion
Omela wanted to run a broader digital campaign, but social media posts and advertisements often have a short lifespan. They can attract attention, but they do not always provide enough space for deeper exploration.
A dedicated website could become the central destination for campaign traffic. It could explain the brand, organize recipes, connect to video content, and give visitors a clear next step.
This made the website an important part of the campaign system. It had to receive attention from other channels and then convert that attention into useful engagement.
4. Content had to inspire without overwhelming users
A recipe portal can easily become crowded. Too many messages, images, links, and product claims can distract users from the main purpose: finding something appealing and practical to make.
The site needed to balance richness with simplicity. It had to provide enough ideas to inspire users while making it easy to choose a recipe and understand what to do next.
This was also a brand challenge. The website should feel like Omela, but the brand should not dominate the experience at the expense of usefulness.
5. The experience needed to work within new home-cooking habits
The pandemic changed how many people searched for food ideas and prepared meals. Users were more likely to seek recipes online, compare options, and shop for ingredients based on what they planned to cook.
Omela could support this behavior by connecting inspiration with action. A recipe should not stop at an attractive image; it should help users understand the ingredients, preparation, and next steps.
The opportunity was to make the platform useful at the moment of decision, when users were asking what to cook and how to prepare it.
6. Discovery needed to continue beyond the website
The website could be the central hub, but it was not the only place where audiences interacted with Omela. YouTube, Instagram, and Facebook were also important channels for food-related content and social sharing.
The platform needed to connect with these channels naturally. Users should be able to move from a recipe to a video, from the website to social media, or from a social post back to the recipe portal.
This wider connection could help Omela maintain visibility across the digital journey instead of relying on a single channel.
Building a content hub that moves from inspiration to action
1. Begin with the role the website needed to play
Suitmedia approached the website as a campaign hub rather than a static product page. Its role was to introduce Omela, inspire home cooking, and help users act on that inspiration.
This meant prioritizing content that answered practical questions: What can I make? What ingredients do I need? How can I prepare it? Where can I find more ideas?
Defining this role helped keep the design and content focused. Every feature needed to support discovery, confidence, or action.
2. Use a blogging-style structure to make the brand more approachable
The website adopted a blogging-style content model, built around short, useful, and inspirational pieces.
This approach made the brand feel more like a helpful source of ideas than a product catalogue. Articles and recipe posts could address different cooking interests while maintaining a consistent connection to Omela.
A content-led structure also supported regular updates. New recipes and cooking hacks could give users additional reasons to return and create a more active relationship with the brand.
3. Create recipes that show the product in use
Recipes were central to the experience. They demonstrated how Omela could be incorporated into different food and beverage preparations.
This made the product’s versatility easier to understand. Instead of asking users to imagine how a creamer could be used, the platform showed specific examples that could be followed at home.
Recipes also helped bridge the gap between brand awareness and purchase consideration. When users decide they want to make a particular dish, the ingredients become part of a real plan rather than an abstract product list.
4. Add cooking hacks to increase everyday usefulness
The website also included helpful cooking tips and hacks. These provided value beyond individual recipes and supported users who wanted to improve or simplify their cooking process.
Cooking hacks can attract users who are not searching for a specific dish. Someone may arrive looking for a technique, substitution, or preparation idea and then discover how Omela can be part of that solution.
This broadened the website’s relevance. The platform could serve both people seeking a complete recipe and those looking for a small idea to improve a meal.
5. Build content with search in mind
The content strategy incorporated search engine optimization. Recipes and cooking articles were developed around topics and questions that consumers might search for online.
This made the website more discoverable beyond direct campaign traffic. A user searching for a particular recipe or cooking idea could encounter Omela content even without looking specifically for the brand.
Search-friendly content also supported long-term value. Unlike a short-lived social post, a useful recipe can continue attracting visitors after publication.
6. Connect every page to Omela’s YouTube channel
The website linked its pages to Omela’s YouTube channel, allowing users to move from written content to video-based guidance.
This supported different learning preferences. Some users may prefer reading ingredients and instructions, while others understand cooking more easily by watching the process.
The connection also strengthened the overall content ecosystem. The website could act as a gateway to video, while YouTube content could direct viewers back to the site for recipes and additional information.
7. Make shopping easier with downloadable recipe lists
The platform provided downloadable recipe lists to help users prepare for shopping.
This feature connected digital inspiration with a practical offline activity. Once users selected a recipe, they could use the list to organize the ingredients they needed.
The decision reduced the effort between choosing a recipe and preparing to cook it. It also made the experience more useful for people planning meals or shopping for several ingredients at once.
8. Use simple design to protect the main decision
The website used a simple layout and straightforward navigation. This helped users focus on recipes, tips, and the steps required to continue.
Simplicity was not about reducing the amount of content. It was about reducing the effort needed to understand the content.
A clear structure allowed food imagery, recipe titles, ingredients, and calls to action to stand out. Users could browse without feeling that every element was competing for attention.
9. Keep the design aligned with the Omela identity
Although the site was content-led, it still needed to feel recognizably connected to Omela.
The visual direction was designed to reflect the brand while remaining suitable for a recipe and inspiration platform. This balance helped ensure that the website supported brand recall without becoming overly promotional.
The experience reinforced an important principle: the brand should be visible in the environment, but usefulness should remain the reason users stay.
10. Design for different screen sizes
The website used an interactive design that adapted across screen sizes.
This was essential because users could access recipes while browsing on a desktop, preparing food with a tablet, or shopping through a mobile phone. A recipe platform must remain readable and usable across these contexts.
Responsive design protected the quality of the experience at the moment users needed it most. If instructions or ingredient lists were difficult to access on a mobile device, the website would fail at the point of practical use.
11. Connect the website with social media channels
The platform provided direct access to Omela’s social media accounts, including Instagram and Facebook.
This made it easier for users to continue their relationship with the brand after exploring the website. It also supported sharing and discovery, especially for visually appealing food content.
Social platforms could introduce new audiences to Omela, while the website provided a deeper destination for recipes, tips, and brand information. Together, the channels created a more connected digital presence.
12. Validate the experience before going live
Suitmedia developed the platform through staging and testing before final production.
This process helped confirm that the website worked as intended across its content, navigation, links, downloads, and responsive layouts. Testing was important because recipe websites involve many small interactions that must function together.
A reliable launch also protected the brand experience. Users arriving through a campaign or search result needed to find a website that was ready to help them, not one that created additional friction.
More people found Omela through useful content
1. The platform gave Omela a stronger campaign destination
The website successfully provided information about the Omela brand, recipes, and cooking tips.
This gave the digital campaign a central home where users could move beyond a brief message and explore how Omela could be used in everyday cooking.
The platform supported both brand communication and practical inspiration, allowing Frisian Flag to present Omela as more than an ingredient on a shelf.
2. Monthly users continued to grow
Monthly users increased by 46.24%.
This result indicated that the website was attracting and retaining growing interest over time. The platform was not only receiving initial campaign attention; it was becoming a more discoverable and useful destination for people seeking recipes and cooking inspiration.
The growth also reflected the value of combining content with a clear user experience. Visitors had both a reason to arrive and a reason to continue exploring.
3. The website created more opportunities for brand awareness
Each recipe, cooking tip, downloadable list, social link, and video connection created another way for users to encounter Omela.
This expanded the brand’s presence across different stages of the cooking journey. Users could discover a recipe through search, learn through video, plan ingredients through a downloadable list, and connect with Omela through social media.
The second-order effect was broader brand relevance. Omela could become associated not only with a product attribute, but also with ideas, solutions, and enjoyable cooking experiences.
4. Content supported repeat visits
A content-led platform can continue to grow in value as new recipes and tips are added. Users do not need to have the same cooking need each time they visit.
One visit might be driven by a dessert recipe, while another may involve a cooking hack or a new video. This variety gives the website a stronger basis for retention than a fixed product page.
Repeated exposure can also strengthen familiarity with Omela. Over time, the brand becomes easier to recall when consumers are deciding what to buy or cook.
5. The platform connected awareness with action
The website did more than tell users about Omela. It gave them practical ways to use the product, shop for ingredients, follow cooking guidance, and find more content.
This helped turn awareness into behavior. Users could move from seeing a recipe to preparing it, rather than stopping at passive interest.
That connection is strategically important for consumer brands. A digital platform becomes more valuable when it helps people do something that reinforces the brand’s role in their lives.
6. The simple experience created room for future growth
The platform’s structure could support future content, campaigns, recipes, videos, and social activity.
This gave Omela a stronger digital foundation for continued communication. The brand could build on an established content hub rather than creating a new destination for each campaign.
The result was not only a successful campaign landing page, but a more durable platform for customer engagement and brand growth.
The deeper lesson: inspiration works best when it leads somewhere
1. Content should help users take the next step
A recipe may create appetite and attention, but its value increases when users can understand the ingredients, prepare the dish, and plan what to buy.
Omela connected inspiration to action through recipe details, downloadable lists, and video guidance. This made the content more useful and more closely tied to everyday behavior.
2. A campaign hub should support both discovery and retention
Campaigns often focus on attracting visitors, but the destination must give them reasons to stay and return.
Omela’s mix of recipes, hacks, videos, and social links created a broader content relationship. New content could continue bringing users back after the original campaign moment had passed.
3. Simplicity is essential when content is rich
A content-heavy website can become difficult to use if navigation and page structure are not clear.
The project showed that a large amount of useful content can remain approachable when the interface helps users identify what matters and move through it easily.
4. Search content can become long-term brand infrastructure
SEO-friendly recipes and cooking articles can continue attracting users over time. They can become durable entry points into the brand rather than disappearing after a campaign ends.
This makes content investment more valuable. Each useful article has the potential to serve both immediate campaign needs and future discovery.
5. The strongest brand utility sits close to real routines
Omela’s platform was effective because it addressed a recurring household activity: deciding what to cook and how to prepare it.
When a brand helps consumers complete a familiar task, it earns a more practical and lasting role. The connection between the product and the routine becomes easier to understand and remember.
Strategic Insights for the C-Suite
- Turn product versatility into practical demonstrations. Consumers understand a product’s value more clearly when they can see how it fits into real routines. Recipes, examples, and usage guidance can make a broad promise concrete.
- Build campaign destinations that continue working after launch. A website should not only receive traffic from a campaign; it should create reasons for users to explore and return. Useful content extends the life of marketing investment.
- Connect inspiration to action. The strongest content helps users move from interest to the next step, whether that means shopping, watching, downloading, or preparing. Remove the gaps between those actions.
- Use search as a long-term discovery channel. Search-friendly content can attract people who are already looking for relevant solutions. This creates a durable path to the brand beyond paid or short-term campaign exposure.
- Protect simplicity as content and channels expand. More recipes, videos, and social links can increase value only if users can still navigate the experience easily. Growth in content should not create growth in confusion.
