London Food Hygiene

Caelum Contracts is a roofing company based in London. The Caelum team wanted to increase referral and organic traffic to their website, and boost their online sales leads. They asked us to help them achieve this by creating an outstanding piece of content that would attract the attention of high-profile publishers and bloggers.

The brief was to design and build a clear visualisation of the state of food hygiene in public eateries across London.

Using information from the Food Standards Agency, we created an interactive map plotting each restaurant, takeaway, pub and school in London that served food, together with their official food hygiene rating. Users could find eateries anywhere across the capital and compare the performances of each borough.

1. Simple Filter Options
We wanted to make it easy for people to identify their local hangouts, but also to compare types of eateries across different parts of London. We created filters so users could easily refine their search by hygiene rating and type of establishment.

2. Comparing Boroughs
We added a key which presented a breakdown of search results according to borough. So, if you wanted to see which authority had the most zero-rated restaurants, you could filter by rating and refer to the key for the borough which generated the most results. This made the piece particularly interesting for local London newspapers.

3. Colour-Coded Ratings
We gave each establishment a pin that was colour-coded according to FSA rating. This meant users could see the hygiene scores of any eatery at a glance. We also added the option to click on each pin to be presented with a box summarising the FSA rating, business name, business type and local authority.

  • Coverage

    in London Evening Standard, Time Out Magazine and Gizmodo

  • 112%

    Increase in organic traffic 6 months after launch compared to previous 6 months

  • 1552%

    Increase in social traffic in 6 months after launch compared to previous 6 months

Media Attention

An exclusive had been agreed with the Evening Standard, our client’s primary target. Once the Evening Standard had published their article (both in print and online), the map was featured in Time Out magazine and Gizmodo. It then received further coverage in several local London papers and online publisher sites, and was also shared across social media.

Because the content was so popular, it generated a significant increase in search engine rankings and organic traffic for Caelum.

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