Kilcoy Global Foods (KGF)

Kilcoy Global Foods (KGF) is a multi-award-winning global food solutions provider, renowned for exceptional quality and innovation.  

KGF operates multiple websites for each key region of its global business. However, the number of websites was becoming difficult to maintain, which was impacting functionality. The websites did not provide an engaging experience, and their design did not reflect KGF’s premium brands and products.  

Green Hat was tasked with consolidating all its websites into one global website and onto a single platform. This allowed KGF to manage everything on the same CMS. In a co-ordinated effort across strategy, creative and the digital experience teams, we developed a sophisticated website experience tailored for the target audience. 

Firstly, the strategy team set about identifying and profiling key buyer personas, which the creative team ran with to design a custom, interactive experience. This included creating an accessible, responsive, interactive design, lush food photography and animation. This was supported with SEO-optimised copy that spoke directly to each buyer group’s need and communicated KGF’s high-end positioning. The design was then implemented by the web development team using SVG and JavaScript to avoid impacting page load times. Video elements were used across the site to further enrich the experience. 

The website redesign created a more engaging web experience, better SEO rankings for organic traffic, and an increase in returning visitors.  

Excluding the 30 days post go live (excluded to avoid skewing data with the initial influx of internal users), we have seen the following results compared to the year prior:  

• 60% increase in engagement time  

• 210% increase in organic traffic  

• 400% increase in returning users