We helped chicken take flight.

Previously, chicken.ca had acted as a clearing house for everything from nutritional information to highly technical documents for industry members and farmers.  The result was a site that was difficult to navigate, and despite having some excellent content, consumers weren’t finding it as easily as they should.

The site also had significant bilingual needs, making "friendly" URLs in both official languages a priority for the new CMS.

We spent months poring over data, discussing the site with numerous stakeholders and consumers, and eventually making these groups defend each page on the site and why it should exist.  As a result, we were able to pare down content significantly, and focus the objectives of the website to deliver what users wanted - recipes.  Our data showed that 90% of the visits to their previous website were looking for recipes or instructions on cooking chicken.

The new strategy brought recipes front and centre, allowing the client to manage all of their recipe content in a single database that would allow them to grow for years to come.  We also rewrote every word of copy on the site, focusing the tone to speak more to consumers, and less to everyone else.  On top of that, we built in social functions to all of the recipes allowing users to rate and comment on them internally, and to share them off-site on Twitter and Facebook as well..