In 2023, BBDO Atlanta faced an exciting challenge: Wayne Farms and Sanderson Farms merged, forming the new entity known as Wayne-Sanderson Farms. While the consumer-facing brand remained Sanderson Farms, the need arose for a fresh website to represent the parent company and its various sub-brands.

Our journey began with a comprehensive process. We meticulously analyzed content from both existing websites, seeking clarity on what the new brand should spotlight. This involved multiple content audits, feature planning, and collaboration with UX, design, and development experts. My role was overseeing the entire endeavor, working closely with our internal team to ensure seamless execution.

Post-launch, my responsibilities expanded. I became the caretaker of the website—managing updates, enhancements, and new features. Here’s how we achieved our goals:

1. Modular Site on WordPress: Leveraging the client’s top-tier hosting for WordPress, we crafted a modular site. This choice allowed us to create custom content with minimal adjustments. The site’s backbone? A custom theme that harnessed Advanced Custom Fields and custom Gutenberg blocks. These tools facilitated rapid page building while maintaining a high degree of customization.

2. Back-End Magic: Behind the scenes, we deployed a plethora of back-end plugins. These elevated indexing, security, and performance. Crucially, we minimized the risk of updates inadvertently taking pages offline.

3. Continuous Deployment: Managing the site was a well-oiled machine. We embraced continuous deployment systems, seamlessly integrating changes. Pre-processors like SASS and Webpack ensured swift code adjustments when needed.

In the end, our collaborative efforts birthed a functional, user-friendly website—a digital hub where Wayne-Sanderson Farms could thrive.