Simple Feast

A new e-commerce site for a B Corp food brand


Simple Feast, the certified B Corporation that offers plant-based meal kits to consumers in Denmark, Sweden and the US, turned to DEPT® to help them deliver a new e-commerce site. As a fellow certified B Corp, DEPT® was perfectly placed to create a digital platform that reflects the sustainability, quality and convenience that Simple Feast stands for.

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Simple Feast puts sustainability first

At Simple Feast, the mission is simple: to create the sustainable food of the future. With their well-composed meal kits, they make it both easy and delicious to eat healthy, organic and environmentally friendly. The menus are developed by some of the world’s leading chefs and are delivered in ready-to-go pots, so busy people can easily gather around the dinner table with great food made from scratch.

The food you get in your Simple Feast meal kit is 100% vegan, organic and locally sourced. And the passion for sustainability doesn’t stop there; all the packaging and delivery boxes can be reused again and again.


The challenge: a rebel in the Red Ocean market

Subscription meal kits are a ‘Red Ocean’ market, where the battle to attract and retain customers is continuous and intense. In order to succeed in its mission and champion the sustainability message, Simple Feast had to stand out from the crowd.That’s why it was crucial that the new site conveyed their mission clearly, reflecting their brand identity.

The new site needed to make it clear to customers what they are paying for when they buy a meal kit from the market’s green rebel. Choosing Simple Feast is not just a matter of convenience and quality, it’s also contributing towards a better and more sustainable world.

Another goal of the project was to increase sales of Simple Feast’s ‘Essentials’ product range, which includes plant-based yogurt, homemade granola, and jars of comfort food ready to heat up. So, when building the site, it was important to ensure that the Essentials range was introduced as a natural add-on to the meal kits.

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The solution: rebellious and user-friendly

Creative agency Waaitt designed the visual identity which DEPT® then further developed digitally to roll out on the website. The style is strong, bold and unconventional. With its bright colours and crisp fonts, the visual expression communicates precisely the rebellious attitude which is such an important part of Simple Feast’s brand identity.

The site had to be user-friendly and work across Simple Feast’s three markets, Denmark, Sweden, and the US. To reach the right balance between recognisability and rebelliousness, we drew inspiration from best practices in e-commerce and focused on shaking up convention through strong design.

The goal was to create a website that presented Simple Feast as the frontrunners in the food of the future. So we needed to create a design language that cut to the chase and stood out from the crowd. The solution was to turn to raw authenticity. To get to the core of the brand message, we kept the expression straightforward, with grids and images that go all the way to the edge of the page. In other words, we created a site that is just like its brand: simple.

A B Corp brand that leaves a mark

Simple Feast is a bold brand. Their core product isn’t just another meal kit; it is soul food wrapped in ambition and thoughtfulness. And the same now goes for their site.

Together with Simple Feast, we have created a unique digital representation of the brand. The redesign of subpages is still a work in progress, but the mission to make the brand’s activist spirit shine through is already complete.


It’s a pleasure to work with ambitious brands that also care about sustainability. That’s why it’s been great to help another B Corp company, Simple Feast, in their mission to make the world a better place, one meal at a time.

Marie Spliid Kirkegaard, UX Manager at DEPT®

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UX Manager

Marie Spliid Kirkegaard

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Barilla Pesto Week: Encouraging pasta lovers to purchase pesto

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Barilla, established in 1877, is an Italian family-owned food company and the world’s largest pasta producer, that operates in more than 100 countries. The brand turned to FACTOR-A/DEPT®, to help them boost impressions and stimulate sales in the German Amazon Marketplace.

Highlighting pasta’s favourite companion

Barilla is renowned for its delicious and versatile pasta selection but we decided to shine the spotlight in a different direction and developed a unique advertising strategy that featured one of pasta’s favourite companions: pesto.

Pesto Week gave us the chance to focus our advertising efforts on Barilla’s pesto selection, highlighting the variety of options and inventive ways to use pesto, beyond the pasta bowl. The results speak for themselves.

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Small focus, big benefit

Barilla is a well-known and trusted brand, but we wanted to introduce their lesser known products to shoppers looking for innovative ingredients, not just for pasta.

Pesto Week was a one-week event composed of a variety of advertising campaigns and deals designed specifically to drive traffic to Barilla pesto products. We focused Sponsored Products and Sponsored Brands campaigns on a set of pesto ASINs (Amazon Standard Identification Number, a unique identifier of 10 letters and/or numbers for a product) and strongly invested advertising efforts into those products for one week.







The results

  • Pesto products showed a significant performance improvement during Pesto Week in comparison to all campaigns
  • Pesto sales increased more than threefold and accounted for 60% of weekly Sponsored Ad sales during Pesto Week

With the support of FACTOR-A/DEPT®, Barilla was able to maximize their presence on Amazon during Pesto Week. Not only did they see an increase in pesto ASIN figures during this week, but also in overall sales, impressions, revenue and more thanks to the concentrated Sponsored Advertising efforts.

This advertising event demonstrated that brands don’t need to wait for events like Black Friday or Prime Day to build specific campaigns and drive sales. With the help of the advertising experts at FACTOR-A/DEPT®, Barilla gained a 3x sales increase in their pesto products from an event that was all their own.


Client Manager

Luis Frahm

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Promoting a healthy lifestyle with a dynamic campaign

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Ferdie Kamphuis
Ferdie Kamphuis
Social Advertising Consultant
10 June 2022
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Becel, known as Flora in the UK and Promise in the US, is a brand of margarine sold in over 25 countries across the globe. Produced by Upfield, the largest plant-based consumer products company in the world, Becel focuses on promoting the blood cholesterol lowering qualities of its buttery spread. A dedicated team at DEPT® helped the brand to amplify this message in the Netherlands with a dynamic campaign that increased engagement and brand preference, and stimulated purchase intention. Together, Becel and DEPT® delivered relevant content to the target group, exactly what, where and when they wanted it.

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The + of a Strong Heart

Health is close to Becel’s heart. According to the brand, getting older does not mean becoming duller and less fit. On the contrary, Becel believes that the second half of your life is also beautiful, powerful and joyful. Particularly if you take good care of your heart and provide it with omega 3 and 6, important substances that Becel margarine contains. Changing the perspective on aging and using Becel products for your (heart) health is what its proposition, ‘The + of a Strong Heart’, is all about.

The portrait of Marianne

As part of the proposition, a portrait was made of Marianne, a fit woman in her fifties. Not only does she cycle to stay healthy, she also uses Becel products for her heart. We translated this idea into a social advertising campaign. The focus was on increased brand engagement and consideration, which we hoped to achieve through a high degree of relevance.

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Our approach

For real winners: the yellow jersey

The right content at the right time

Dynamic content with the help of Smartly

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Exceptional results in all areas

Together with Becel, we generated a campaign with exceptional results regarding brand, communication and campaign objectives. Within the Brand Health Funnel, Becel has never measured such a large increase since the start of a campaign. The number of people loyal to the Becel brand has reached its highest point ever. Ad engagement and ad recall scores are higher than in previous Becel campaigns. The recipe page received a lot more visits during the campaign period.

  • +38% increase in brand consideration
  • +4% increase in brand loyalty
  • +30% increase in positive communication awareness


Social Advertising Consultant

Ferdie Kamphuis

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A green strategy to reach more climate-conscious donors

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Max Reilman
Max Reilman
Strategist, Digital Marketing NL
7 June 2022
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The temperature of the earth keeps rising, and in effect, the earth is drying out. To stop this desertification and climate change we must take action now. Justdiggit, together with farmers and local parties, greens dry soil in Africa to make it fertile again. With their campaigns they spread awareness about nature-based solutions and call to action: Dig in! Justdiggit looked for a way to better streamline their digital marketing channels and expand their community of donors.

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A worldwide regreening movement

Together with farmers in Africa, Justdiggit digs crescent-shaped circles (called “bunds”) in dry soil. Rainwater can be collected here and that ensures that the soil becomes fertile and green again within a year. This is not only necessary for the local living conditions, but also for humans and nature worldwide. With climate change at stake, this is an opportunity where DEPT® as a B-Corp organisation, is happy to contribute. 

The community of Justdiggit consists partly of local partners and communities that work the soil, and donors & ambassadors that create a worldwide awareness to financially contribute to these solutions. Donors primarily come from European countries (such as the Netherlands, the UK, and Germany), where donations go to environmental projects. To expand this community on a worldwide scale, we first had to determine what our focus was and how donors could be reached. Furthermore, we had to streamline our online marketing channels better.

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The strategy

Since all media budgets are pro bono and therefore limited, choices had to be made on how we could best use our budget. Both per channel, and on a national scale. Where did we see the most opportunities, and how could the community be expanded? 

To maximise the impact of the marketing campaign, four phases where set up:

  • Analysis of the market attractiveness
  • Analysis of donations and media behaviour among the target group
  • Optimal media mix based on (grant) media budgets
  • Effectively measuring the growth of a community 
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Our approach

Target group

Optimal media mix


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We combined our power with Justdiggit for this green mission. After rolling out the strategy, we saw the following increases in performance:

  • 16% growth in turnover from donations
  • 35% growth in sessions
  • More hearts were greened? Check!


Strategist, Digital Marketing NL

Max Reilman

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Holiday fun meets digital with Chocomel


Chocomel is the reigning chocolate milk king in the Netherlands and Belgium. Though it is popular year-round, especially during the cold holiday season there is an old Dutch tradition to drink hot chocolate milk with whipped cream. A delicious combination. Just like Chocomel and DEPT®.


Celebrating a new holiday custom

Every year around Sinterklaas, Chocomel releases its Letter packs – one of the fastest selling limited editions available. As their fresh leading agency, DEPT® developed the campaign A tot Z: updated packaging, social media, display banners and a unique TV commercial. The entire campaign was built around a simple idea. People love to make words with the letter packs, so we want all assets to celebrate this custom.

Part of a bigger strategy

The Letters campaign is part of a larger brand strategy (also developed by Dept) that focuses on the iconic traits of the brand and nothing else. We developed a new tagline, a new identity, and a new guiding strategy for all communication: funny, powerful, and yellow. Anything you see from Chocomel is always adhering to those three rules. Making sure an iconic brand gets iconic communication.


Sales Director

Jord Wessels

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AVINA food

Crafting a website worthy of food for thought

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It’s said that a picture is worth a thousand words. This is why AVINA Stiftung chose to redesign their website in a more visual manner in order to convey the importance that change must happen in our food chain by supporting forward thinking ideas and pioneering minds.

A website meant to inspire action

AVINA is a Swiss foundation established in the 1990s that funds ideas aimed at revolutionising our current food system. The foundation turned to DEPT® to provide them with a central hub through which pioneers could find out more about the foundation and apply for grants. Based on the foundation’s manifesto, we redesigned the entire website and produced two videos that project AVINA’s message to the world.

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Transforming the brand identity into digital elements

Our source of inspiration for this project was the foundation’s logo and brand identity. Some of their core values are transparency and openness. These were the two themes which guided our design choices moving forward. We also purposefully chose to keep our design minimalistic which is why it consists of only a handful of pages. This way, a user can quickly understand what AVINA stands for and then apply for a grant with little fuss or obstacles.

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A design that goes against the norm

A user may be surprised as to the darker colour palette, however, this was done on purpose to go against the norm. Rather than a white minimalistic site with a lot of text, the black background is a bold move that highlights all of the typography while also ensuring that the video content pops and entices website visitors to click on it. In addition, the cursor is a circle to symbolise the circularity which AVINA is aiming for.

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The core of the website

The heart of the new website is the AVINA manifesto. This is what guided our production choices when filming the videos. We travelled around Switzerland to get footage from some of the leading research institutions, capture breathtaking nature shots as well as scenes from everyday life. The video plays simultaneously to a recording of the founder Stephan Schmidheiny reading AVINA’s manifesto.

When a user lands on the AVINA homepage, both videos will play and depending on how the user navigates either one or the other will be displayed to the user. The two clickable and changeable video layers showcase AVINA’s openness and transparency and invites the user to look behind the scenes.

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Inspiring and guiding users towards a better world

AVINA Stiftung wanted a new platform that inspired change. Therefore, we delivered a new website which captures this desire and makes it tangible. We created a simple website whose appearance makes a bold statement yet remains simple to navigate so as to not overwhelm the user with information. Crafting a website worthy of food for thought doesn’t have to be difficult, in fact, sometimes simplicity is the answer.



Valentin Baumann

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Indigo AG

Reinventing the agriculture lifecycle

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By 2050, there will be nearly 10 billion people on Earth, which is about three billion more mouths to feed than there were in 2010. Given the economic and environmental costs of current industrial agricultural practices and volatile weather conditions, one can’t help but wonder if we will be able to produce enough food to sustain our population in the future. Recognising this, Indigo AG wants to increase our planet’s capacity to produce food in a sustainable manner. The company leverages powerful microbiology, machine learning and digital technologies to make agriculture more productive, profitable, and sustainable.

Supporting a complex lifecycle

Indigo’s microbial seed treatment collection has the capacity to protect crops from abiotic stresses – from extreme temperatures and water scarcity, to nutrient-deficient soils. By increasing a plant’s resilience in tough environmental conditions and enhancing the use of resources such as water, the treatments have the potential to naturally improve yields and increase farm revenue. However, Indigo’s ambitions go way beyond seed development. The company is supporting farmers every step of the way from planting to crop harvest, delivery, and payment. DEPT® has played a role in helping to create the software which enables this complex lifecycle.

Indigo AG

Supporting farmers every step of the way

Indigo marketplace

Indigo Marketplace helps growers navigate the grain market with confidence. It helps buyers access high-quality, identity-preserved crops that meet their specifications. Buyers on this platform are able to source grain with a range of characteristics (eg. protein content, milling quality, variety), and production practices (eg. organic, rain-fed, non-GM). Growers are able to access a suite of tools and services to support their grain marketing efforts. Transacting digitally, both growers and buyers can increase efficiency and access a larger market through Marketplace. 

DEPT® worked with the Indigo team to design and build the company’s Marketplace digital platform, which helps better connect farmers with buyers.

Indigo transport

Once Indigo Marketplace was in place, crops still needed to be transported from point A to point B. DEPT® helped Indigo build Indigo Transport to pair growers and grain buyers with carriers (trucking companies), for the efficient transport of grain. Growers can opt to leave the hassle of logistics to Indigo Transport while carriers experience a seamless and supported way of finding new loads.

Beginning with just the idea of building an ecosystem to help farmers ship grain more economically, the DEPT® team worked with Indigo to launch the minimum viable product (MVP) for Transport in just four months. Indigo worked with DEPT® to launch Transport with an app focused on owner-operated trucking companies, while continuing to conduct user interviews to learn about what was and wasn’t working.

A key learning when rolling out the MVP for owner-operators was that other personas outside of the initial set could use and get value from the system. As part of a 5-day design sprint led by DEPT®, several other critical personas were identified within the shipping ecosystem that could be supported by Indigo Transport, including dispatchers managing fleets of trucks, shippers managing other agricultural commodities that need to be delivered, and individual drivers delivering the necessary loads. To better serve a range of users, DEPT® worked with the Indigo team to build out the app to fit these different personas in the transport journey.

Today, growers can select to use transportation services when transacting grain on the Indigo Marketplace app. Should they choose this option, their shipment is displayed in the Transport app so that carriers can see the load opportunity. The Transport app includes portals for shippers to input their needs into the system, and the carrier app is geared towards those transporting grain.

Indigo also partnered with DEPT® to help create a custom solution for farmers to quickly and painlessly settle complex contracts. The teams worked to design custom back-office tools to support Indigo’s accounts receivable and accounts payable teams.

Supporting all of this is a powerful platform that orchestrates the logistics to make sure crops are delivered to the correct place, on time, and in a compliant manner. With Indigo Transport, carriers can expand their business opportunities through easier access to more loads, and farmers and shippers can deliver grain with more confidence.

Planning for the future

Indigo is continuously capturing data from fields around the world in order to research how current crops are performing given a variety of factors, such as drought, extreme heat, insects, poor soil, etc. This data comes from many sources, such as drone and satellite imagery, data directly from combines or from their own agronomists collecting results. All of this information is funnelled into a Machine Data Factory (MDF) that helps Indigo’s scientists have an overview of crop performance across the world, in addition to helping inform how to bring new products to the market.

The company needed to be able to track this data and easily visualise what was and wasn’t successful, while ensuring the privacy of the company’s customers. Our team of specialists assisted with building the front-end of this database, a user interface that allows employees to interact with the anonymised data. The users get details about any tests that were performed and the current status of a particular field. This allows Indigo scientists to easily see which experiments performed well and which didn’t on a global scale.


From grain bidding to transport to payment for crops, DEPT® has supported Indigo to build multiple apps and platforms.

Within the first few months, Indigo Marketplace saw significant traction with thousands of growers and buyers utilising the platforms. In January 2019, Indigo Marketplace saw $4B in average daily bids over a 30-day period. In December 2019, average daily bids hit $51B over a 30-day period, a 1175% increase.

Today, at every step of the way, farmers have more options, processes are more efficient, and Indigo scientists have more information at their fingertips to help drive future innovations in agriculture that will be critical to feeding people for years to come.


Design Lead

Daniel Matiaudes

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SEO-success through customer orientation

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Swissmilk has been asserting itself as Switzerland’s most successful recipe platform for many years. In terms of search engine optimisation (SEO) hardly any topics are more competitive than recipes – and few areas rely on SEO as a traffic source more than recipes.

The Swiss Milk Producers (SMP) and DEPT® achieved a good positioning for Swissmilk despite the increasingly tense atmosphere. In doing so, the optimisation of organic search results as traffic channel nr. 1 was the highest priority. Throughout the last years, this project’s biggest success factor was the consistent alignment with the users’ needs.

Swissmilk asserted itself as Switzerland’s largest recipe platform

Starting point

SMP is the parent organisation of the Swiss Milk Producers, which is primarily working on the promotion of Swiss milk and associated milk products. In this context, SMP also runs Switzerland’s largest recipe database on Swissmilk. The content comprises of recipes containing milk products and tips and tricks around culinary art and nutrition.

Until summer 2016, a desktop and a separate mobile website were run simultaneously. SEO established itself as the most important traffic channel: more than half of the overall traffic between 2016 and 2017 was generated via organic search results. Because of this, it became more and more important to measure the incoming SEO traffic also based on qualitative criteria, meaning the quality of the content interaction. Especially when it comes to recipes, search engines increasingly operate with particularly highlighted illustrations such as the Rich Results comprising of, among other things, the Rich Snippets, Featured Snippets and Knowledge Graph integration in search results.


Swissmilk is operating in a highly competitive market environment with numerous competitors such as, Betty Bossi and Annemarie Wildeisen. In 2017, the competition expanded by the recipe platforms belonging to the two leading retailers in Switzerland – Migros with “Migusto” and Coop with “Fooby”.

The share of mobile search queries has risen dramatically over the past few years when it comes to recipes. Many people experience “micro-moments” and automatically turn towards their phone when they have the urge to act, learn, try or discover something new. At the same time, search engines have tightened the demands for the mobile user-friendliness of websites. The necessity for Rich Snippets, Featured Snippets etc. is further shaping the requirements for content creation.

Another point to consider is the decrease in milk consumption in Switzerland due to the trend of alternative nutrition forms, such as low fat or vegan alternatives and the increase in food sensitivities such as lactose intolerance.

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By focusing on these micro-moments, targeting was narrowed down, the content was reviewed and the KPIs were refined. SEO efforts were not primarily aimed at increasing traffic but at the optimization of the usage intensity of content (e.g. session duration, scroll intensity, download, print) as well as the increase in high-quality traffic. The SEO efforts were built around the idea of usability principles and the improvement of content interaction.

An analysis of current food trends revealed which content bears the biggest potential for traffic. Based on this, the recipe texts were reviewed and edited as needed. Furthermore, the library of recipes was expanded based on a targeted data-driven approach.

In order to differentiate between the target groups, the Blog Chochdoch was established to target a younger audience than Swissmilk . It posts recipes and videos as well as kitchen and culinary life hacks. In summer 2016, the switch to a responsive website with ongoing page speed optimization, server caching, image compression and deferred loading was implemented.


Organic traffic increase


Mobile performance


  • 36% traffic increase due to organic search results within two years.
  • Extension of visibility in organic search results despite the market entry of and
  • Prominent positioning through Rich Snippets and Featured Snippets in organic Google search results.
  • Google Page Speed Insights Score Mobile of recipe pages with 94/100 points and a Google mobile speed rated as “Good”.
  • Differentiated KPI set with a focus on usability and strategic objectives: organic quality traffic for recipe content: > 25% compared to last year.


Senior Consultant Digital Marketing

Fabian Huber

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Using the power of technology for a good cause

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What do you get when you bring digital and tech together with a good cause? A digital marketplace where donors are linked to African farmers, who shovel life back into the barren soil.

The project

The climate is one of the major concerns of this generation. Realising this, Justdiggit trains people in areas of drought to dig half-moon circles in which rainwater is collected. This process of ‘greening’ ensures that the land will be fertile again within a year, something that is vitally important for the local population and which, on a larger scale, the whole world can benefit from.

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Climate change is one of the major concerns of this generation

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Spreading the knowledge

Justdiggit focusses on spreading their knowledge all the while empowering locals to organise and carry out the work themselves under the guidance of fundi’s, the local rangers. In order to have a lasting and positive effect on the climate, Justdiggit needs to fertilise as many hectares of land as possible, something it simply cannot do by itself. They believe that empowering the local population is a sustainable solution.

Justdiggit asked DEPT® how technology could help them achieve their goals. As we’re committed to making a change, the agency is a breeding ground for social and sustainable initiatives. So within DEPT®, a team was put together to give a helping hand.


In a strategy and design sprint, the team designed a platform where farmers who want to dig holes in a qualifying area are linked to people who want to sponsor them. Research showed that many of the farmers in African villages are well connected. They completely skipped landlines and ADSL and take care of a lot of business mobile. For example, over 40% of the population of Tanzania does their banking via M-Pesa, which amounts to 95 million mobile money transactions per month.

People in the West can easily donate money through Ideal and in the background, a system automatically connects the donations to all the farmers who are allowed to dig in a qualifying area. Once a hole has been dug, it is captured with a photograph. The donor receives the photo and the transaction overview. It is a fair system and a perfect example of cutting out the middleman, where Justdiggit is purely the facilitator.

The marketplace/app works as follows:

  • People in the West can easily donate money through Ideal.
  • In the background, a system automatically connects the donations to all the farmers who are allowed to dig in a qualifying area.
  • Once a hole has been dug, it is captured with a photograph. This photo is approved by a fundi, who acts as a kind of overseer, and then the transaction is made.
  • The donor receives the photo and the transaction overview. Digging a hole costs €3,64, of which €2,02 goes to the farmer (55%). The rest of the money goes to the purchase of seeds (27%) , the salary of the fundi (5%), transaction costs (5%) and the protection of project areas against overgrazing by cattle (8%). It is a fair system and a perfect example of cutting out the middleman, where Justdiggit is purely the facilitator.
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Clear objectives

Real world challenges

Rabobank x Justdiggit

An all inclusive project

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The most important quantitative goals of the platform in 2019 were to raise the average donation height. Our prognosis was that the combination of complete transparency of the chain and higher engagement by use of messenger and/or the platform would make this happen.

This worked out: the particular donations via the platform is now €34,35 per benefactor; that’s almost three times than the regular online donation to Justdiggit before the launch of the tool. This was far above expectations, especially when you keep in mind there’s been no paid media involved.


Programme Manager

Koen Schunselaar

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