AB Agri is a unique community of leading agricultural businesses operating across the entire food supply chain, feeding 1 in 5 chickens globally and generating £1.9 billion revenue in 2015. The brand needed a strong digital identity to convey its focus on responsible agriculture in a storytelling style to help third parties understand and endorse the business, and to showcase its entrepreneurial culture for prospective employees.
Lacking an initial brand, the company had to reach a number of different audiences with different needs and objectives. Ridgeway worked with AB Agri to determine the personas for each of these key audiences, ranging from potential acquisitions and investors to prospective employees and clients. The agency ensured the site catered for each of these personas with dedicated content presented in a compelling way. Visitors are now learning about the company and being made aware of its values and responsibilities, placing the brand as a people-focused, modern supplier that consumers can rely on and trust.
When Ridgeway first began working with AB Agri, the company had no visual or external presence, so the team helped to shape and translate the brand for an online audience. Ridgeway achieved this through the use of subtle interactions, inspiring video, and inviting imagery that encapsulates the brand ethos. Using Kentico’s out-of-the-box components as well as some bespoke features, the team delivered a site with a customised structure and functionality that matched the brand. The use of hand drawn fonts and icons create an approachable feel throughout the site which encourages users to explore more about the brand.
As a customer lands on the AB Agri site, they are hardly aware of the vast amount of information they are taking in as they are engaged by video, imagery, and animations that guide them through the many aspects of the company’s key history, expertise, and commitment to responsibility.
Six months after launch the website has significantly increased engagement levels:
- Sessions are up by 80 per cent, showing that more people have been visiting the site
- The growth in page views by 290 per cent indicates that users are exploring the site and discovering new content
- Users are spending over 240 per cent longer on the site – evidence that the content is interesting, easy to navigate and enjoyable to read.
Consumers are instantly aware that this is a company leading the way in its field. Visitors are now learning about the company and being made aware of its values and responsibilities, surpassing the client’s desired outcomes.