What's for dinner? Moms across the country face this question daily. High on the list of objectives for the redesign was to show moms that not only did we have the family-pleasing answer to that question, we understood what it takes to get dinner on the table. In addition to recipes, the site offers real-world suggestions, tools, tips and a vibrant community to add superior value for busy cooks.

A key goal was to establish Campbell's Kitchen as its own brand. The look & feel is modern yet warm, with a white, bright green, sage and gold color palette giving the site a fresh, clean look that allows the photography to deliver appetite appeal. Campbell's famous red is used sparingly, drawing a subtle connection to the company.

A visual search tool called the Recipe Navigator allows users to find recipes through two ways. Search by Need gives users an interactive slider tool for filtering the recipes, which appear at right. Search by Mood offers suggestions by craving.

Both tools display the most popular recipes first, bringing the Campbell's community to the forefront of the site.

Sitewide, users find helpful content that shows Campbell's Kitchen understands the challenges faced by cooks. This strategy helps transforms the Kitchen from another recipe site to a go-to food + real life resource.