Ascend Sport Website

MG Nutritionals is a subsidiary of the Murray Goulburn Co-Operative, one of the largest dairy producers in the world. MG Nutritionals core business is the creation of dairy based products that improve human health and wellbeing. The Ascend range of products is the result of a multi-million dollar research and development program into the benefits of bioactive milk components which assist in bone health, muscle function, weight management and infant nutrition.

Areeba were approached early in the brand’s life to offer strategic advice and guidance on the creation of a cost effective delivery model for its products. Central to this strategy was the creation of a newly branded e-commerce website as the distribution and information vehicle for all enquiries and processing of orders. Areeba executed the branding by taking cues from the product packaging. The resulting assessment of the target audience, along with the underlying market position of the products to elite athletes led to the creation of a strongly branded presentation of the brand, driven by the website design. This included sourcing of imagery as well as the placement and emphasis of key product benefits across the site, cross linking relevant complementary products and supporting information and independent research.

Working closely with the executive team of MG Nutritionals along with their appointed marketing agency, Areeba built an online store application, which records site visitor’s order preferences allowing both first time visitors and experienced alike to be served efficiently. The site has been designed to showcase the products with supporting information and research presented so that consumers explore the different options available.

Catering to repeat visitors, there is also a “Quick Buy” area which presents all the product variants in a grid with prices and product sizes linking directly to the shopping cart functionality. From a technical standpoint, Areeba collaborated with the Murray Goulburn IT team to ensure the end-to-end e-commerce and fulfillment experience is secure, auditable and works in with the core Murray Goulburn SAP ERP system.