Hunt’s, Reddi-Wip and Healthy Choice; these are the brands that have been fueling dinner tables for generations. What else do they have in common? They are all powered by Conagra Brands, one of the largest consumer packaged goods companies in the United States.
For nearly 100 years, Conagra has shaped the food and products that you bring into your home. Today, they want to inspire how you use their products too.
To better serve its customers, Conagra knew it needed to reinvent its digital platform. Why? Forty percent of consumers learn about food and recipes through websites and mobile applications. However, without a Content Management System (CMS), each brand in the Conagra family spent more time maintaining and updating individual websites, instead of building meaningful experiences that informed and engaged food lovers.
Conagra needed a single platform that guaranteed simplicity and efficiency. So they asked digital agency POSSIBLE to help implement a multisite strategy that would make site governance easy and brand consistency effortless.
In 2015, ConAgra Foods re-established its consumer brands business as Conagra Brands. In addition to the rebranding, Conagra moved its headquarters from Omaha to Chicago for the first time since 1922. To support the company’s evolution, POSSIBLE was tasked with migrating more than 40 of Conagra’s custom-coded Java sites to one unified platform in less than a year. The goal was to simplify the way Conagra’s network of brand sites were created, updated and maintained, while enabling every brand to preserve its mark.
For Conagra, efficiency was the name of the game. Extending existing investments in its preferred Customer Relationship Management (CRM) system, Data Management Platform (DMP) and in-house recipe database was a top priority. POSSIBLE needed to find a technology partner that would allow Conagra to grow and innovate on their own terms while maintaining a consistent Conagra brand.
After evaluating a variety of CMS platforms, POSSIBLE recommended Acquia as the vendor of choice to help Conagra build and manage its network of sites. Our technical team, including members from Technical Account Management, helped Conagra consolidate its technical systems using Acquia Cloud Site Factory and Drupal 8 CMS.
POSSIBLE led the Acquia Cloud Site Factory build to standardize site development between all of Conagra’s brands. First, the team at POSSIBLE created a base template that contained all core functionality required by a brand site. When Conagra needed to spin up a new site for Swiss Miss or Orville Redenbacher's, POSSIBLE simply duplicated the site template stored in Acquia Cloud Site Factory. Because every site shares a single code base, platform maintenance and governance is effortless. With Acquia Cloud Site Factory, Conagra can support its extensive portfolio of brands, in addition to corporate and nutrition sites.
At Acquia, we want our customers to build on their own terms. This means providing a flexible platform that allows organizations to extend investments across all of their technical systems. We helped Conagra integrate its preferred back-end systems, such as a CRM and DMP, with Drupal 8. This includes the ability to expose content from Conagra’s in-house recipe database to every Drupal website. Our commitment on being API-first helped Conagra build a platform that is best-of-breed. Instead of rip and replace, Conagra was able to build an technology stack with the technologies that best suited its business needs.
Once site governance and management was streamlined, Conagra was empowered to try something new. In addition to revamping each brand site, Conagra also launched the Ready Set Eat on Acquia Cloud Site Factory. The site provides visitors with recipes and food content that is relevant to all preferences and needs. The mission of Ready Set Eat is to inspire customers to “go beyond your usual ‘go-to’ recipes and cook like never before.” We can’t help but think our partnership with POSSIBLE has inspired Conagra’s digital team to do the same.
“In order to support the relaunch of Conagra Brands, we recognized the need for a tool like Site Factory to rapidly build a reliable network of sites,” said Todd Barker, director of technology solutions at POSSIBLE. “Once we built a base architecture and framework, the ability to clone a site and re-theme it for each brand was a critical component of our selection and recommendation of Acquia.”
We helped Conagra assemble a digital factory that makes multisite governance and delivery fast, and removes the complexity from maintaining a network of brand sites. The new site also earned Conagra and POSSIBLE the 2017 Acquia Engage Award for Best Consumer Brand Experience.
After launching Ready Set Eat, Conagra has witnessed an increase in both user engagement and site conversions.
- Bounce rate: Decreased by 15 percent
- Site visitor time consuming content: Increased by 27 percent
- Recipe conversion rate: Increased by 114 percent
- Integration with Conagra’s preferred DMP has reduced market spending
- 2017 Engage Award Winner for Best Consumer Brand Experience
Acquia Cloud Site Factory also marks an important milestone in POSSIBLE’s tenured partnership with Conagra. In addition to its Drupal expertise, POSSIBLE’s mastery of Site Factory means its technical team can now rely on a new tool to help clients overcome the similar challenges.