MILRAM Hotties: What’s on your BBQ plate?
Herbs or Mediterranean? Vegetables, bread and a dip? For the launch of MILRAM Hotties Grilltaler, we created a digital BBQ world where people can build their own combinations. Product storytelling, content, a plate builder and a quiz lead from inspiration to personal choice.
MILRAM · Digital platform for the Hotties product launch
- Occasion
- Hotties Grilltaler launch
- Interaction
- BBQ plate builder and quiz
- Comparison
- Two mechanics in an A/B test
- Longer-term focus
- Content hub and first-party data strategy
The occasion gives the product a role
We created a digital BBQ destination for MILRAM. Hotties Grilltaler appear alongside preparation ideas, recipes and complementary ingredients. Visitors can find inspiration for their own BBQ occasions.
The content hub was designed for use beyond the product launch. Recurring questions and occasions around grilling provide its editorial framework. The concept connects the product introduction with a longer-term content strategy.
From an empty plate to a personal combination
The interactive BBQ plate builder sits at the heart of the platform. Users drag and drop grilled food, sides and dips onto their plate. Each choice adds to a visible combination.
The flow guides users through the ingredients and finishes with a personal BBQ type. Products are discovered in the context of individual taste. UX/UI, interaction design and development work closely together: the idea needs to remain clear at every step.
Two ways to take part. One testable question.
We developed a quiz as the second mechanic. It asks about preparation and preferences, guiding users through BBQ choices with predefined answers. This provides two different forms of participation: creating a visual combination and answering questions.
We compared the plate builder and quiz in an A/B test. The question was which entry point encouraged participation and which mechanic offered useful insights for subsequent activity. This gave the creative decision a specific learning question: how do people want to engage with the products?
Connect participation with the next decision
A first-party data strategy formed part of the platform. Selections and answers were intended to help understand preferences, usage occasions and product combinations, and inform future communications.
The key connection is between the experience and what the brand wants to learn: which ingredients are combined, and which preparation methods attract interest? These questions give analysis a direction. They also help guide content planning and future activity, from a relevant recipe to the next occasion for engaging with MILRAM.
Creative Engineering turns the idea into an interaction
The Hotties brand experience starts with a simple action: building your own plate. To turn it into a usable application, we connected digital strategy, content hub planning, UX/UI, interaction design and development.
Our scope includes the landing page, plate builder and quiz, content creation, the A/B comparison, and data and analytics. The project demonstrates how a product launch can become an interactive platform, with a reason to take part and specific questions to guide further optimisation.
From product to interaction
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What we delivered
Content hub around products, recipes and BBQ occasions
Interactive drag-and-drop BBQ plate builder
Quiz as a second route to product discovery
A/B comparison and first-party data strategy
MILRAM Hotties connects product discovery with personal choice: content offers inspiration, interaction makes combinations visible, and comparing the mechanics creates questions for further development.
What can people discover with your brand?
We turn a product occasion into a digital application, with useful content, clear interactions and a plan for what you want to learn.
Discuss an interactive platform