The Sanderson Farms website was re-architected around two primary targets.
Sanderson Farms’ brand position is that it’s chicken is 100% natural with no additives or “plumping.” To consumers, however, chicken is chicken. You buy the chicken you see, you don’t pursue a brand. Research determined that the best means to reach consumers is through use of their products. We elevated recipes throughout consumer site, stream-lined product information, and created associations between products and recipes to facilitate organic exploration through the site.
On the corporate side the primary use case revolved around job seekers. We elevated Careers to the top, overhauled their application forms and updated product info with information relevant to corporate users.
We also re-built the website almost completely from the ground up, implementing the bootstrap framework for a mobile-optimized, responsive website.