Digital Guidelines - FY24

The digital guidelines have been developed to empower Fonterra Marketers to easily create online content and great online experiences.

Purpose & Styles


Nutiani’s Brand Purpose: Restless pursuit of nutrition’s potential for longer, more fulfilling, healthier lives.

Role of Digital: To observe, analyse, and influence web-browsers (who may be customers or other key stakeholders) to make important buying decisions using clear, concise and engaging content on digital platforms.

Dynamic: Characterised by energy and action, we should always maintain the active voice and write with pace and movement. Like our identity, we must avoid feeling constrained or trapped. We are do-ers, not just talkers, so be direct: Do this, Try that, See this, Sample that. Use phrases and statements that motivate, encourage and instruct. Avoid filler. Reach out to the reader with life and vibrancy. 

Clear: We should stand out through our message’s clarity and strive to speak with clear instruction. The enemy in this space is wishy-washy, vague benefit declarations. We understand the health and wellbeing (Active Living) space so well that we make clear our ingredients and solutions’ benefits and properties. We make the value of what we do for our customers and their consumers equally clear. 

Commercial: While what we do speaks to consumers, we understand our audience want to talk business. We can and do deliberately speak in some ways to appeal to the consumer, but our everyday voice is a business partner using expertise to create value. 






Paragraph Formats

Heading 1

Heading 2

Heading 3

Heading 4

Heading 5
Heading 6



Typography Style


Text color: Green
Text size: Large
Paragraph Intro
Text size: Small
Small Text


For more information, please refer to the Nutiani Guidelines

1. Digital Content Creation & Optimisation


To ensure an optimal user experience on our website, it's essential to tailor the content to the consumption behaviors of web browsers. Consider the following key points when creating web content:


  • Audience Focus: Always keep the target audience in mind. Craft the content to resonate with their needs, interests, and preferences. Use language and tone that speaks directly to them.

  • Readability and Findability: Make your content easy to read and navigate. Use clear headings, subheadings, and bullet points to break up the text. Incorporate keywords strategically to enhance search engine findability. 

  • Guiding User Journeys: Lead users through a seamless journey from scanning the page to finding relevant content and identifying the next steps. Engage them with compelling messaging that clearly communicates the value proposition. 

  • Clear Key Messaging: Ensure that your key messages are concise, impactful, and prominently displayed. Highlight the most important information to capture the user's attention and convey your core offering.  

  • Call to Action: Always consider the "next steps" you want users to take after consuming your content. Incorporate clear and compelling calls to action that guide them towards desired actions, such as making a purchase, subscribing to a newsletter, or contacting your company.

SEO (Search Engine Optimization) is the cornerstone of digital marketing, aiming to boost a website's organic visibility on search engine results pages like Google and Bing. 

Our attached document reveals a range of effective tactics that content producers can employ to enhance their website's digital performance through SEO. Discover key tips and optimize your content for maximum SEO impact. 

Gain valuable insights, propel your website's rankings, and outshine the competition. Download the document now to unlock the secrets of SEO content optimization.

Character limits keep webpages concise and support great design and user experience. 

See best practice examples below.

Using descriptive text for Call-to-Action (CTA) in SEO can significantly enhance your website's performance and search engine rankings. Search engines, like Google, value user experience, and well-crafted CTAs with descriptive text contribute positively to that experience. Here are some ways descriptive CTAs can benefit SEO efforts:

  1. Improves click-through rates (CTR) by providing clarity and value.
  2. Enhances user engagement, signaling content relevance to search engines.
  3. Reduces bounce rates, indicating better user experience.
  4. Creates opportunities for rich snippets with more information.
  5. Optimizes for relevant keywords and improves organic visibility.

We have different options:

2. Asset Management

Assets are essential for They support content, design, SEO, and page performance. 

Neglecting their maintenance can harm our health score and site ranking. We manage over 4000 assets and appreciate your support in keeping them clean.

Images must meet the following criteria before being uploaded:

File Size: 

  • Standard landscape/portrait file size: 80 - 100kb.   
  • Standard banner file size: 250-300kb. 

File Dimensions: 

  • Standard landscape/portrait images: 800x600 or 600x800px 
  • Banner images: 1400x500px 
  • Standard mobile image: 640x320px 


You must also be sure that you have licensing for the image you are uploading to the Dam.  

* Size is important - images that are too big will slow a page's loading time 


Image File Naming conventions:


  • Must be 3-6 words long. 
  • Must not include spaces, capitals or special characters 
  • Spaces must be replaced by hyphens ('-') 
  • Must be descriptive - use key words related to the image's content. 
  • All newly uploaded images must include the size e.g. 800x600 or 1400x500 
  • All newly uploaded images must include the date i.e. "beverages-pouring-milk-coffee-091019" 
  • If uploading multiple versions of same image, add "a,b,c" i.e. "beverages-pouring-milk-coffee-091019a" 

We use Vimeo to add videos into AEM.

Please contact the Global Digital Marketing Manager for the login details to Nutiani’s PRO Vimeo account. Learn how to upload videos here.

Inserting videos into your webpage

  1. Once the video is uploaded on Vimeo, click the “Share Link” button.
  2. Copy and paste the URL (without “?share=copy” at the end) into the “Video – Embedded” component 
  3. Once you have inserted the video URL, optionally add a relevant image for the thumbnail (either a screenshot of the video or other). 
  4. Add title and duration of the video.

We use Publitas to add PDFs into AEM.

Please contact the Global Digital Marketing Manager for the login details to Nutiani’s Silver Publitas account. Learn how to upload PDFs as publications here.

Please ensure you follow the naming conventions for Publitas publications

“Document Type | Brand | Document Name | Market/Language (if applicable)” 

Eg. Publication List | Nutiani | Phospholipids | China

Inserting documents into your webpage

  1. Once the publication is uploaded on Publitas, click the “Share” button.
  2. Copy and paste the Unlisted URL into External Link in the “Download - CTA” component.
  3. Once you have inserted the video URL, add the File Name. Please ensure you follow the naming conventions for the File Name: 
  • “Document Type: Document Name” 
  • Eg. Publication List: Phospholipids

3. Regular Comms Channels


Purpose of Innovation Hub

Innovation Hub is a section of that aims to provide our users with educational content and resources for their innovation journey.   

  • Content should be one of the following types: Article, Resource or Webcast 
  • We aim for a minimum of 4 and maximum of 8 content pieces a month 
  • Content must be scheduled in the Nutiani Campaign Calendar 

You should tag the content for the purpose of filtering. The tag options are: 

If you would like to add a new tag, please contact the Global Digital Marketing Manager. 

Communicating Newsfeed Articles

All newsfeed articles should be (where appropriate) pushed through our channels to maximise page traffic. 

These channels include LinkedIn (Organic posts and/or Sponsored Posts) and Innovation Bytes.

Nutiani’s LinkedIn account is managed by the Nutiani Brand Team. To communicate on LinkedIn, please coordinate with the Nutiani Brand Team during regular Activation Calendar Calls. For full process and guidelines, please refer to the Nutiani WOWs Masterdeck.

Best Practices for organic posts: 
  1. Copy: The 1st line should be 150 characters or less to avoid text truncation across all devices. The total copy should be less than 3000 characters. 
  2. Image: To ensure a consistent brand image, please use one of the templates provided: General Static (For articles, announcements)  and Webcast/Event
  3. Link CTA: Max 150 characters. It is recommended to use the article title.  
  4. Link URL: Article URL should be built with Urchin Tracking Module (UTM) for measurement of effectiveness in Google Analytics. 

We send out a monthly email newsletter to our customers and internal database called Innovation Bytes. To communicate a piece of content in Innovation Bytes, please coordinate with the Nutiani Brand Team during regular Activation Calendar Calls. For full process and guidelines, please refer to the Nutiani WOWs Masterdeck.

4. General Support


These are some simple ways of working statements to make the process easier for everyone.

Global Digital Marketing Manager 

  • The guardian for the website. They review content/design and ensure the site follows the Digital Guidelines. They will pass on to brand if they are unsure if the page meets Brand Guidelines. 

Nutiani Brand Team 

  • They review content/design and ensure the site follows the Brand Guidelines.

Marketing Managers

  • Can create content for their pages following the content standards above. Content must also follow the page structure set within the templates provided. Make sure you have any new content signed off by legal/regs (if required). 

  • They can also make changes to their pages as they please and once happy with their changes can request republishing. 

What is 'AEM'?

AEM is where we edit  It is an online content management system (CMS) that stands for Adobe Experience Manager.

What is 'Authoring'?

An author is anyone who has a license to create, modify and delete content in AEM.

Authoring is the act of doing the above, including adding text, images, and basic layouts.  You do not need knowledge of HTML (coding) to be able to author.

Do you need support with authoring?

  • First, refer to the step-by-step tutorials

  • If you encounter a problem not covered in the tutorials, please reach out to the Global Digital Marketing Manager for help.

Only members with publishing rights can publish pages. Should you need a page published, please reach out to the Global Digital Marketing Manager or Nutiani Brand Manager. Should you need to update a page, please note not to unpublish any pages, but to republish. 

5. Tutorials Link


Logging into AEM:

Create a Wellness Page:

Create a Solutions Product Page:

Create an Innovation Hub article:

Uploading an asset to AEM:

Downloading CTA component:


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