Ottolenghi Nominated for ECMOD Direct Commerce Award

We are thrilled that ECMOD’s Judges have recognised our work and have nominated the Ottolenghi website for an ECMOD Direct Commerce Award 2015.


Ottolenghi asked Lewis to take four existing sites – Store, Recipes, Blog and Restaurants – and combine into one brand new site, which featured the benefits of all. The brief was for a more attractive and engaging digital hub to capitalise on Ottolenghi’s popular public profile, particularly from the thousands of consumers interested in their delicious recipes.

Otto_Main-Mac-image5A NEW APPROACH

Our initiative involved turning Ottolenghi recipes into Magento products – thus allowing the merchandising power of the platform to link products to recipes via cross-sales and related items functionality. This meant that interested recipe browsers (of which there are thousands) automatically see shop-able ingredients on each recipe page, increasing opportunities for purchase and engagement. In addition, the bookable restaurant sites and popular blog were rebuilt and integrated via WordPress directly into the Magento store.



Due to the amount of content in the site, we created three revolving home pages to help organise it’s presentation. We created longer scrolling product detail pages to showcase the rich imagery available. To maintain conversion we added a floating “add-to-basket” buttons.

Commercially, we drew on our experience with Fortnum & Mason’s, encouraging Ottolenghi to promote their Hamper business as an alternative and more contemporary consumer option.

Rather than design a conventional eCommerce store, we took our inspiration from Ottolenghi’s sumptuous cookery books and focussed on large-scale high quality food imagery and foundry fonts to communicate the appeal and taste of his famed culinary creations.



From this starting point we crafted a fully responsive front-end that sat on the Magento platform, integrated with WordPress, Brightpearl’s ERP and the Sage Payment Gateway. To enable timed hamper deliveries we created a bespoke Magento plugin that customised the checkout process. This allows customers to choose a calendar delivery date so that Hamper orders (which contain perishable items) can be queued for picking and packing at a suitable date for each order.