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Dairy Crest

Best-in-class digital engagement

Prior to its acquisition by Toronto Stock Exchange listed Saputo, FTSE 250 Dairy Crest had completed a strategic transformation from a traditional dairy business to an innovative food manufacturer.

Luminous was tasked with developing a new website which presented the transformed business and outlined its value-creation story, long-term strategy, leadership vision, product portfolio and financial performance, in order to present Dairy Crest as an attractive proposition to its target audiences.

Other key objectives included simplifying the navigation and removing barriers to information, seamlessly linking the corporate website to the Dairy Crest brand websites, integrating a sustainability story throughout the site, and underpinning content and design with a robust, easy-to-use and scalable content management system.

Our strategic team defined audience objectives and business requirements through a series of stakeholder interviews. This knowledge was consolidated into a strategic plan that enabled the best outcomes for the different audience groups, which included investors, employees, suppliers and potential new recruits. High-value user journeys were designed to maximise accessibility per audience group based on their objectives and typical online behaviour. This influenced the information architecture which strategically structured key content touchpoints.

One priority was to scale back legacy content by roughly 50% and introduce a flat navigation structure targeting clear audience groups. This removed the barrier to entry for employees and suppliers, without detrimentally impacting the core investor audience. The new website is highly user friendly and easy to navigate.

It was also important to evolve the technical capability of the website to ensure easier internal content management and a responsive user experience. The site was built on an advanced open-source .NET Umbraco platform that allowed the content team to evolve the website using modular components.

The website highlighted the transformed Dairy Crest in an engaging and accessible way, helping instigate the decision by Saputo to acquire a business with a well-articulated digital presence.



Best Corporate Website, FTSE 250, Corporate & Financials Awards

Michal Kendereski, Digital Director

The effectiveness of the site was fuelled by insight gained at the discovery stage. This influenced the information architecture, which strategically structured key content touchpoints to maximise accessibility for different audiences.

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