Changing the menu, not the climate

Experience: Content and campaign management, Digital design and build

Meat Free Monday aims to raise awareness of the impact of meat eating on climate change by encouraging people to forgo meat for one day per week. The campaign was launched by Paul, Mary and Stella McCartney in 2009.

The campaign website needed an overhaul to help improve page load times and to provide a more stable solution to delivering user-contributed recipes.

What we did

We refreshed the design in line with brand guidelines and created a new, responsive theme for the WordPress based website allowing the best possible presentation of content across devices. We rationalised a large number of plugins, dramatically improving the site’s performance, and migrated the site onto WP Engine’s specialist hosting platform for further performance gains.
We created a range of editorial tools to help the MfM team to develop the content, including new schools and arts competition sections. We also added newsletter sign-up and optimised the site for SEO.

How it went

The site was relaunched on time with average load times reduced from over 6 seconds to under 2 seconds and improved stability. We are now supporting the site and anticipate a number of small change projects. These will further help the editorial team use digital content to accelerate the progress of the campaign.

How this helps us on your project

We understand the challenges faced by small teams trying to make a big difference. We can recommend technical solutions that minimise pain points for users and editorial teams alike. We then deliver improvements rapidly.

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