AB Agri

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Spreading the message of sustainable agriculture

Spreading the message of sustainable agriculture

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. We’ve created a brand site that now engages its audience by directing them through video, insightful information, and imagery that tells the story of the brand in an authentic style. Since creating a successful solution for AB Agri, we continue to work with them and roll out the brand internationally.

“We are really thrilled with how quickly Ridgeway got to grips with the business and have found a way of conveying a vast amount of information in such a clear and beautiful way. To our community it places us as a people focused, modern supplier that they can rely on and trust.”

Rachel Larder, Brand Communications Manager, AB Agri

Appealing to various audiences

Lacking an initial brand, the company had to reach a number of different audiences with different needs and objectives. We 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. We 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.

Bringing the brand to life

When we first began working with AB Agri, the company had no visual or external presence, so our team helped to shape and translate the brand for an online audience. We’ve 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, we 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.

Scoring great results

As you land on the AB Agri site, you are hardly aware of the vast amount of information you are taking in as you are engaged by video, imagery, and animations that guide you through the many aspects of the company’s key history, expertise, and commitment to responsibility.

Six months after launch the website’s increased engagement levels have shown sessions are up by 80%, showing that more people have been visiting the site. The growth in page views by 290% indicates that users are exploring the site and discovering new content, and spending over 240% longer on the site - evidence that the content is interesting, easy to navigate and enjoyable to read.

Going global

We’re currently in the process of mapping out a strategy for a series of development activities that will enable AB Agri to roll out their digital solution globally and regionally. This will include multi-lingual functionality within Kentico to ensure relevant content and correct languages are serviced to users depending on their location. We’re also reviewing the brand’s content consumption, and making improvements to their digital strategy including updates and SEO.