Company: Associated British Foods plc
Nomination Submitted by: Black Sun
Company Description: Associated British Foods is a diversified international food, ingredients and retail group with sales of £13.9bn, 128,000 employees and operations in 53 countries across Europe, Africa, the Americas, Asia and Australia. Our purpose is to provide safe, nutritious, affordable food, and clothing that is great value for money.
Nomination Category: Website Categories
Nomination Sub Category: Food & Beverage
 Nomination Title: Transforming a corporate website
- When was this site or blog first published?
The site was first published on 24th November 2021.
- Briefly describe this entry’s communications objectives and how it met those objectives (up to 200 words):
Total 197 words used.
The purpose of this project was to transform ABF’s corporate website, redefining how the company communicates its business with a new digital identity. ABF is a diversified food, ingredients and retail group, operating in 53 countries. The purpose of the website is to clearly communicate the global businesses and brands, and the strength of the group to its diverse stakeholders of investors, prospective employees, business partners and customers. We created content and features to bring the business to life
a corporate video and ambient videos to communicate the breadth of the business
an interactive map and an A-Z finder
an engaging history timeline
Businesses in action’ stories
We blended the key elements for a successful website – a clear strategy, a compelling digital identity with effortless user experience, curated content to meet user needs, all powered by a world-leading CMS, enabling editors to keep the site up to date. The project resulted in a transformation of ABF’s corporate website and delivered on the objectives of engaging these audiences. Dwell time on the site rose 68%, average time on page rose 49% and there were an astonishing 16,989 video plays in the 3 months post go live.
- List the appropriate creative and production credits for this entry:
This was a hugely collaborative effort between the ABF team and Black Sun team.
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