Johnsons wanted to complete the company ‘refresh’ with some new product photography after identifying through market research that it would help with increasing the websites conversion rate. The main aim of the photos was to give a better indication of the quality and flavour of each of the flavoured fudges and toffees.
Johnson’s Toffee is a local confectionary company that who specialise in making flavoured fudge and toffee treats. Catering for both wholesale and retail customers, Johnson’s aim to increase their online sales in the retail space. Twilo have been working with Johnson’s on the image of the company as well as Digital Marketing elements of the site.
Twilo had been asked to put together a Google AdWords shopping campaign to help boost Johnson’s brand but also to help with national sales. When planning these campaigns it became clear that the images that were being used weren’t up to the same standard as some of the competition.
Using a manufacturing factory floor with a lot of space and white walls made it difficult to bathe the products in a warm light, having brought adjustable spotlights, finding the right balance was a struggle. On top of this, the factory was kept refrigerated to keep the fudge as fresh as possible, this caused issue for the battery operating temperature as well as my fingers.
The products were all shot at the Johnson’s factory with a number of ingredients and props to indicate the flavour of the product, giving a more handcrafted feeling to every product made. They are handmade after all!