Aberdeen Angus beefs up brand with new site
World famous cattle breeding association, the Aberdeen-Angus Cattle Society, is beefing up its brand with the launch of a new website.
The society is undergoing a brand refresh from Cambridge agency Honest and has launched www.aberdeen-angus.co.uk – the first 2.0 website to be developed for a breeding organisation, anywhere in the world.
The Aberdeen-Angus breed is recognised globally and is the only beef breed to have true “brand” characteristics achieving support from retailers and food outlets including Waitrose, Marks & Spencer and Burger King. 

To reflect these credentials online, Honest was briefed to create a website for the Aberdeen-Angus Cattle Society that would give its breeders, commercial producers, retailers and youth development members everything they needed to know about the beef breed.


Honest designed and built the website to be highly visible to search engines and with a ‘drag and drop’ homepage; allowing it to be customised to fulfill the needs of the different target audiences.
Chrissie Lawrence, brand development manager for the Aberdeen-Angus Cattle Society said: “As one of the world’s premier breeding societies we are committed to delivering an extended range of member services. One of the principal channels for this is online. We are delighted to be the first breed Society to have such a high calibre website that is news driven but also has such a strong community feel. With the help of Honest we are lifting brand awareness of the society and have created a digital point of difference between us and other breeding associations. We are ecstatic that the site has been so enthusiastically received in such a short space of time.”


Ed Hope, digital director at Honest added: “Taking a web 2.0 approach of content organisation and interactivity is common practice across the web, however this is still relatively unused in the farming sector. To be the leader in this area fits perfectly within the values of the Aberdeen Angus Cattle Society - the result is a structured, up-to-the-minute and useable web resource for all the society’s users, that is compatible even in older browsers.”


Honest will undertake further work on the brand.