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"We considered headless solutions and explored Silverstripe's capabilities. However we really wanted to build that lead generation capability in the background, which HubSpot provided."
Ryan Astle
Digital Marketing Manager, ANZCO Foods
The Client
ANZCO Foods (Angel Bay brand)
One of New Zealand’s largest exporters, ANZCO Foods has over 3,000 employees and generated $1.85 billion in turnover in 2024. It supplies a range of food products to over 80 countries, and its brands include Angel Bay, a supplier of high-quality premium beef, lamb, and vegetarian patties to food service and retail channels.
The company, owned by Japanese company Itoham Foods.
The Challenge
Overcoming digital fragmentation and outdated infrastructure
Building a strong consumer connection involves many factors, but the digital experience is increasingly at the heart of it. To truly resonate, Angel Bay knew they needed to deliver an experience that is intuitive, engaging, and personalised — not just for end consumers, but also for their foodservice and retail channel partners.
Angel Bay faced significant challenges in their digital landscape. The previous site was outdated and had multiple unintegrated domains (.com, .co.nz, .com.au) which resulted in a disjointed user experience, redundant operational efforts, and diluted brand impact. Content and recipe repositories didn’t reflect regional needs or support the brand’s modern, market-focused digital aspirations.
As Ryan Astle from ANZCO Foods described, “Our designs just needed a real good refresh as did our user experience because we had a one-size-fits-all approach for our food service and retail customers.”
The ANZCO marketing team identified a need to move from the Silverstripe CMS to the more powerful HubSpot Content Hub platform, which makes managing the website easier, offered an integrated CRM system and could allow us to provide a better user journey.
"We considered headless solutions and explored Silverstripe's capabilities. However we really wanted to build that lead generation capability in the background, which HubSpot provided." Ryan Astle
ANZCO Foods identified the following goals for the project:
- Develop a new Angel Bay website that provides users with an engaging, and personalized experience.
- Implement the HubSpot CMS platform, enabling ANZCO's marketing team to manage the website more effectively and engage with various buyer personas.
- Identify user journey’s for segments, and actively engage with our customers along this.
The team at Angel Bay have a solid strategy for growth and clear goals. In order to achieve these goals, they were looking for a partner to work with that would help. After identifying the Concentrate team as a local HubSpot agency committed to helping businesses grow, it was the perfect fit.
Photo Credit: Angel Bay
The Solution
A modern user-centric digital ecosystem
After an initial scoping phase and the development of a detailed project plan, Angel Bay and Concentrate worked collaboratively to modernise the brand’s digital presence and build a scalable, regionally aware platform on HubSpot CMS. The team identified that success for this project would ultimately be measured not just by its contribution to building an iconic brand, but by increased engagement across all buyer personas — leading to tangible commercial outcomes.
Strategic shift to a unified digital platform
Angel Bay had already been using HubSpot for marketing automation, but saw the untapped potential of the Smart CRM and CMS to bring together sales, marketing, and web into a unified ecosystem. A key goal was to build a lead generation pipeline that could operate seamlessly in the background, while the front-end website provided tailored and engaging user experiences.
Modernising the design and user experience
Working closely with ANZCO and their design agency, Multiplied, Concentrate built the refreshed, modern design that delivered an intuitive experience across markets. Insights from the user journey mapping exercise were incorporated to ensure relevance and usability for all core audiences in both New Zealand and Australia.
Migration of a complex recipe library
Angel Bay’s extensive library of nearly 100 recipes — many of which served both the retail and food service markets — needed to be migrated with care. After identifying all the key data fields required, Concentrate exported the existing content, cleansed and enriched it with updated information from ANZCO, and then imported it into a purpose-built Recipe Custom Object within HubSpot. This enabled flexible display rules across business areas and ensured the content was easy to manage and scale.
Regionalised domain strategy without duplication
To cater to both New Zealand and Australian audiences without doubling content effort or harming SEO, Concentrate used HubSpot’s multilingual functionality to create an Australian English version of the food service site. This setup automatically applied hreflang tags, avoiding penalties for duplicate content. In addition, Concentrate implemented GeoTargetly, a geo-targeting tool that automatically redirects users from Australian IP addresses to the appropriate version of the site.
Project Implementation
Concentrate deployed a strategically phased approach to overhaul Angel Bay’s digital infrastructure:
- Discovery and planning: Initial meetings with Concentrate helped map out intricate needs. The reverse brief from Concentrate showcased their understanding of Angel Bay’s goals, ensuring a solid foundation for the project.
- Development and design overhaul: The website's redesign incorporated advanced UX/UI elements, aligning with Angel Bay's brand vision.
- Enhanced digital engagement: The project capitalised on HubSpot’s automation tools to improve lead management across Angel Bay’s markets, which the ANZCO team was able to implement.
Concentrate’s Web Lead Patrick Keo comments:
“We spent quite a bit of time initially looking at user experience on the current site and working through how we could improve that to make it more personalised to their two distinct markets, food service and retail.” “There was different content, in some cases for the two market segments and regions so we worked through the best way to create custom objects that was powerful enough to deliver the results the team needed but still able to be maintained by the Angel Bay team in a simple, easy to use single source of truth.”
The Results
Positioning Angel Bay for market leadership
The comprehensive digital overhaul delivered significant benefits for Angel Bay. Over a 12-month period, average monthly views increased by 15% compared to the previous year, and average monthly active users rose by 19% across the combined original sites.
- Strengthened brand image: The refreshed site not only met but exceeded expectations, providing a professional and vibrant digital presence that matched Angel Bay’s high-quality product offerings.
- Elevated customer experience: The immediate positive feedback highlighted improved aesthetics and functionality, with Ryan noting that “It definitely looks a heck of a lot nicer,” creating a seamless, engaging user experience.
- Operational efficiency: Consolidation of digital platforms into a cohesive system reduced complexity and operational costs, streamlining processes and enhancing resource allocation.
Ryan expressed appreciation for Concentrate’s expertise and commitment: “I just think that Concentrate have amazing people... Pat has been awesome, just firing him so many different questions and all hours of the night to get things pushed through.”
Conclusion
Through its partnership with Concentrate, Angel Bay successfully revitalised its digital operations, optimising internal processes and fostering stronger customer relationships. This transformation is a strategic step towards achieving its ambitious branding goals.
If your brand faces similar digital challenges or you're exploring transformative solutions with advanced tech platforms, reach out to Concentrate to discuss how we can help elevate your digital strategy.