Called Ketchup, the website includes blogs and 'how to' articles on a range of topics including gardening, finance, DIY and sport, with contributors including BBC presenter and Guardian writer Alys Fowler, money blogger Ricky Willis – better known as ‘Skint Dad’ – and Marlie Packer, a member of England’s world champion women’s rugby team, whose full-time job is as a plumber.
Ketchup also includes videos, which are hosted on YouTube and will showcase HomeServe’s charity and social partnerships.
Ketchup was launched by HomeServe last week. Greenlight has been working with the company for several months to create the site, while Social Cell, which is helping with the launch, had already worked with HomeServe on previous projects.
John Greaves, corporate affairs director at HomeServe, said: "HomeServe's purpose is to make our customers' lives easier. Ketchup – the essential ingredient in every home – we believe will play a key role in our customers' journey with us.
"So, success to us, ultimately, is providing high quality content that our customers – and future customers – find interesting and useful and want to share.
"However, with Ketchup at the heart of our converged media strategy, we will also measure consumer engagement through analytics and tracking organic SEO; we'll be looking at traffic between our content and our main e-commerce site, and driving engagement through blogger outreach. Examples of this include the #KetchupCreations competition we are launching shortly that will invite the food blogging community to submit their Ketchup art and recipes."