Advertising Age: Chick-fil-A Rehatches Its Website to Better Reach Fans

The country's largest chicken-focused chain is cooking up something new online. According to a recent Advertising Age article, Chick-fil-A fully redesigned its website to strengthen its connection with fans. By adding feature stories, recipes, videos, GIFs and more, the brand’s website proves its digital communications and content strategy is shifting to be a larger focus for the brand.

The person responsible for leading this project, Ashley Callahan, also helped Coca-Cola do the same in 2014 with Coca-Cola journey. "How could we make it work harder for us and really serve our customers better," Ms. Callahan said of the site. "We really wanted to make this a digital extension of the restaurant."

One of the biggest changes to the site is the new “The Chicken Wire” embedded publication that provides a place for the brand to expand the content that existed on the old site before the redesign. Focusing on community, hospitality, and food, content is presented in multiple formats including infographics, stories, videos and GIFs.

Other brands that have reported increasing their online storytelling presence include Target, General Mills, and of course, Coca-Cola. 

Click here to read the full article.