Red Gold Tomatoes
Sealing a Unified Brand Experience with a Digital Platform Packed for Performance
Red Gold Tomatoes is a prominent tomato grower and canning company. For over 80 years, the Red Gold company has worked with family farms to provide the freshest, best-tasting tomato products in the world.
Challenges
The online presence for Red Gold Tomatoes had grown disconnected and technologically outdated. They managed separate websites for an array of product brands, both consumer-facing that are found on grocery store shelves and B2B brands that supply restaurants and other food service businesses. Each site had different designs, navigation structures, and content approaches, making it difficult for customers to understand the relationship between brands and creating confusion in the marketplace.
Red Gold Tomatoes wanted to prioritize the redevelopment of their digital solutions to consolidate a fragmented, inconsistent family of websites into a single, connected, responsive, high-performance website that could be successfully managed by their internal team to promote all product brands. Realizing that sustaining product promotion online is dependent upon more than just the launch of a new website, Red Gold sought a full-service digital agency partner to not only develop the new website solution, but also strategically create and refine ongoing digital marketing campaigns.
Solutions
Red Gold chose Americaneagle.com as their ideal agency partner to help reimagine website solutions and develop successful digital marketing campaign strategies.
The project team selected WordPress, and specifically WordPress VIP, to provide the platform foundation to support both the complex requirements of the new website solutions and ease of use for the Red Gold brand team to manage the web presence.
A sophisticated new sitemap would prioritize consumer-facing brands upon first visit to the homepage with a clear pathway toward foodservice brands for B2B customers. Once a user selects the foodservice path, navigation components and options focus entirely on B2B products and services.
Previous websites, such as tuttorossotomatoes.com and sacramentotomatojuice.com, would be sunsetted and redirected to a branded presence within the new redgoldtomatoes.com.
While the fragmented structure of the previous websites made it difficult to build domain authority, they had also built some search equity that the brands did not want to lose. To maximize that existing equity, thousands of 301 URL redirects were created.
The digital marketing efforts around the launch of the new website focused on content and technical SEO, targeted Google Ad campaign development, and social advertising to leverage recipe inspiration. Advanced performance monitoring was put in place for these efforts to enable ongoing, data-informed campaign refinement relating to channel, engagement, conversion rates, and ROI.
Customers visiting the new website for Red Gold Tomatoes now experience a cohesive brand identity that clearly communicates the relationship between product lines while maintaining individual brand personalities. Both consumer and B2B audiences have user-focused, intuitive pathways to find relevant information and complete their goals, whether discovering recipes or researching product choices. Search engine prominence and targeted keyword strategies have improved high intent traffic acquisition as well, providing immediate affirmation of the positive impact brought about by the new website and digital marketing campaigns.
Results
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18%Increase in Keyword Rankings on Google’s Top 3 Results
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82%Increase in Organic Website Traffic Within 100 Days of Site Launch
