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Kingsford.com needed a little sizzle. As a brand site, Kingsford.com had become outdated, housing limited content that centered on product information. Furthermore, Kingsford’s attempt to create a new food-centric community at Grilling.com had less than stellar results. It was time to consolidate the two sites and create a new place for BBQ and grilling enthusiasts.
Grillers wanted help. After a quick dive into analytics and survey results, we learned people were looking for tips on what to cook, how to cook, and in many cases, how to light the coals. Our goal was to make Kinsford.com the go-to place to learn the basics, find some advanced techniques, and check in on what’s new in the world of grilling.
Kingsford Country is more than just a definitive index of how-to content. It’s a storytelling platform. A place to be inspired. To that end, a portion of the site is dedicated to stories of charcoal grilling. Plus we’ve infused the site with a tone that’s proud, helpful, and steeped in tradition. Kingsford Country is about flavor, fun, and the great American tradition of grilling over an open flame.
The resulting website is very content focused. More editorial than marketing, and more educational than promotional, it endeavors to deliver on a visitor’s initial point of interest. Starting from the how-to, recipe, or product page that brought them in, visitors are led to other relevant grilling techniques or stories that they will also appreciate.
The flat, adaptive design fits just about any device or web browser, so it’s available to charcoal users at every phase of grilling. From idle research to lighting the fire and all the ways to get delicious smoky food to your plate, Kingsford has you covered.
We even built continuous reading lists into the article pages so that people can read multiple related grilling articles by doing nothing more than scrolling—which, according to early data, they really love to do.
Just in time for the 2015 grilling season, the new Kingsford.com opens up a whole new avenue for Kingsford to engage and deliver value to fans of the brand and charcoal grilling everywhere.