Then find a differentiator
With food tastes becoming ever more diverse, personal, and seasonally and geographically driven, FFN’s challenge is to deliver the most relevant range of products, to the most accessible point of sale, at the most relevant time. Samworth’s commitment to data, and the expertise of their van delivery workforce gave them insight into the buying patterns of the Great British Public.
FFN developed as an agile challenger brand within Samworth’s more established stable of businesses. With fresh branding, van signage and livery, the work force have been repositioned as Chiller Fillers - a van delivery network with the expertise to get the best results from retailer shelf space.
From brand building to service delivery
FFN engaged us to worth with their brand agency, Ape Creative, to create a web platform covering three stages:
- Initial brand presence - built to meet the publicity and communications plan driven by the business launch. Using Drupal, Acquia Cohesion and design pattern thinking, we created a brand showcase outlining the commercial proposition, its benefits, product and brand range.
- With the commercial launch window underway, we are switching focus to build the website’s capability to deliver insight, tell stories, create thought leadership and deliver commercially compelling proof points to the benefits of engaging FFN.
- In parallel we are working with Samworth’s to plan how the website could eventually become an ordering point - with potential integration into their stock management and delivery scheduling systems.
The strategy is to bring content and functionality in to use at the earliest opportunity, and develop longer-term infrastructure driven programmes in parallel.
Meanwhile, we are collecting usage data, running optimisation tests, experimenting with messaging and optimising the site constantly to learn and adapt to our audiences.