MILRAM Hotties: What’s on your BBQ plate?

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.

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.

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?

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.

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.