Kerry Foods Insight

The challenge

Kerry Foods employs more than 6,500 people across 21 locations in the UK and Ireland. Their roles range from head-office functions to manufacturing and distribution.

While the company has a printed quarterly magazine – Kerry Foods News (see more in our print showcase), this is largely aimed at the blue collar workforce, many of whom speak English as a second language.

Kerry Foods wanted a digital publication to keep middle managers and above informed about the company’s strategic direction, future vision and performance, as well as their role in making the company successful.

The solution

Kerry Foods Insight (kfi) is a bi-monthly digital publication that is business-focused, with an authoritative tone.

Built in html, kfi provides a great user experience (the primary requirement), being fully responsive across all devices – desktop, tablet and mobile. The design approach is ‘mobile first’ which encourages the pages to remain clean and uncluttered.

The home page acts as the index so every story is on full view at the start and, once a user selects a story, they can scroll down, so there’s no limit on length.

Articles within a category have their own ‘page’ in that section of the publication. Users can link directly to the story they are interested in – and each story has space to ‘breathe’.

 

A key feature is colour coding – the colour palette reflect the new brand colours launched with the Kerry Foods new purpose vision and values in summer 2016, and echo the colours of each of the six key themes of the growth strategy, also known as the Kerry Foods Story, reinforcing the themes and demonstrating their relevance.

kfi also provides a platform for two-way communication with comment and ‘like’ functions as well as an opportunity to engage with particular articles when invited to respond to a question.

Other features of kfi include:

  • gamification
  • HD video
  • direct links to related stories

The Value

The result is a highly professional microsite which shows how technical expertise and creativity can come together to help organisations reach a specific target group. On average 52 per cent of readers spend four minutes or more reading the content and regular email feedback shows they are enjoying it. From new joiners to established directors, both the stats and the feedback indicate that kfi is helping to keep people informed, engaged and interested.

Great issue; really enjoyed these articles. It is communication like this that’s facilitating my integration as a new member of the Kerry Foods Team and allowing me to see the bigger picture in the business so thank you!”

Aoife Hilliard – HR Assistant

“This is brilliant. Not read/seen it all but what I have looks great. Nice job!!”

April Redmond, (former) Marketing Director