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Project Overview
MLA wanted to help consumers cook better beef, every time. They identified a gap between beef products and cooking knowledge among its customers- particularly the younger, tech savvy generation and they wanted to bridge the gap using technology the audience uses at their fingertips.
Project Commissioner
Project Creator
Team
Reactive Melbourne and Sydney studios
Project Brief
The brief was to develop a simple and easy to use iPhone app to cooking beef and reach the largest audience of smartphone users in Australia.
The agency’s solution is the Beef Essentials iPhone app, a guide that contains well tested information for proven beef cooking expertise in the kitchen.
Project Innovation / Need
The app has been designed for maximum ease of use, knowing that it will be used as a reference when shopping for meat, as well as when preparing it at BBQs and in the kitchen. All functions are easily manageable, with clear icons and visual cues for navigation.
The app helps you choose a cooking method for the selected cut, whether it be BBQ, pan fry (gas and electric), grill, slow-cook, roast or stir-fry. For the perfect grilled steak, the app asks users how thick the cut is, with an interactive ruler displayed, and provides instructions on when to rest and turn the beef. A fun cooking timer is then set with an alarm to precisely count down cooking time.
Cooking for a crowd is easy with this app as users can save and name their beef choices as favourites for future reference. Beef Essentials also features a queue system, handy for cooking several cuts of meat at the same time, and ensures that everyone gets a perfectly cooked piece of beef and according to their preferred doneness.
User Experience
When designing any content related to food, it’s imperative that the imagery and style is of the highest quality. Nothing turns off an appetite faster than bad food imagery. To appease the foodies, we focused on large, finely crafted visuals and minimised copy whenever possible.
The design of the app includes:
- High-quality photography of cuts of meat
- Step-by-step processes and delicious meals to ensure following the instructions is as simple and easy as possible
- An approachable user interface that’s simple and icon-driven
- Textured and tactile to encourage touch navigation
- A drawing of a cow that shows where the different beef cuts are found.
Project Marketing
Beef Essentials was promoted mainly through PR, and was featured in the October edition of Entice magazine and is part of MLA’s summer beef campaign ‘Nothing Beats Beef’.
Cooking
This category relates to applications concerning cooking information and recipes.
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