MOO Premium Foods

Creating a MOOvement

MOO Premium Foods launches a personality driven, customer focused website.

Project / MOO Premium Foods


MOO Premium Foods  is one of Australia’s most loved yoghurt brands. But its website was lagging behind the product offering, leaving loyal customers with nowhere to immerse themselves in the brand.

MOO founders Sally and Mick Sanders called on FULLER to  design and develop a new website, to coincide with the launch of their new brand identity.

“We absolutely loved working with the FULLER team – they were experienced, helpful and full of so many great ideas. They also made the whole process really fun and enjoyable!”

The result is a content rich site that is truly the online home of the refreshed brand, welcoming visitors to explore and engage with the MOO family.


customer focused website


Communications focus, integrated approach

During the initial website scoping and strategy workshop, FULLER looked at ways to allow the new brand and personality of the family owned business to shine through on the new site.

According to MOO Marketing and Communications Consultant Cassandra Dinino, the website needed to be more than just a digital asset.

“Being a communications agency FULLER understood it wasn’t simply a website we needed, but an effective communications platform that would enable us to successfully market our brand, convey our brand story and communicate to consumers,” she said.

“They offered insight and ideas into marketing, design, PR and social media, all whilst providing extensive digital and web experience.”

“FULLER nailed our brief in creating a website that was visually strong, useable and content rich.”

Connecting customers to the brand

Using FULLER’s user scenario process to carefully analyse MOO’s target audiences, the website strategy also included a range of ideas to drive customer engagement on the site.

“We wanted to create an online community; a place for people to continually visit and find fresh new content and information they may find useful,” Cassandra said.

Opportunities for customer engagement on the website include:

#howdoyoumoo – an Instagram feed on the homepage encouraging customers to share how they enjoy consuming MOO products

Facebook sign up – a Facebook feed on the homepage encouraging visitors to join the Facebook page

Try this – an evolution of the former ‘recipes’ page that profiles the various ways you can use MOO products

Subscribe – sign up to the Moovement blog using a pop up sign up form

The MOOvement – FULLER retained the existing Blog page with stories about influential customers, health facts and profiles of the MOO family

design for mobile


Responsive and user friendly

To achieve both client and visitor needs, FULLER designed a site that was easy to navigate, responsive on all devices, optimised for SEO and, being a content rich site, very easy to update.

WordPress was the chosen Content Management System (CMS) platform used to develop the website due to its ability to meet the above criteria as well as having built in plugins for blogs and contact forms.

“We are absolutely thrilled with the finished product!” Cassandra said. “Since the launch of the website we have had a significant increase in traffic, which is really promising.

“In line with our rebrand and new national distribution, we believe this new website assists in positioning MOO as a reputable, experienced, trusted and genuine dairy producer,” Cassandra said.

If you are interested in building a website make an appointment through our Business Development Manager Paul Kitching. E: