A fresh rebrand of Glanbiaconnect.com has seen the site fall in line with GI’s new positioning while relaunching its own identity

Glanbia Connect is an essential component of Glanbia Ireland’s overall portfolio. For farmers, it’s where they go to shop online and learn about GI’s products and services. Much of the portal’s features are in the self-service area, allowing customers to manage their farm business with Glanbia and see information like their milk supply and purchasing data in real time.

It’s a website that’s constantly evolving, says James Byrne, Digital Marketing Manager for the Agri-Growth category, who led the rebrand which took place towards the end of 2020. The reasons behind the rebrand were twofold – to align GlanbiaConnect with the Glanbia Ireland brand, simplifying our messaging to our farmer customers while also creating a strong, standalone brand for the country’s largest online retailer of farm and rural supplies.

“Glanbiaconnect.com supports a huge amount of the business. We are taking a digital first approach and more and more we’re transitioning our products and services online.

“Working with the GBS development and Digital+ teams, we have created a new homepage for Glanbiaconnect.com featuring more dynamic content like videos and farm advice.”
The new tagline ‘Your Farm, in Your Hands’ encapsulates what Glanbia Connect is all about – “empowering our customers to use their own farm data to make better decisions, with the support of the right products and advice from Glanbia,” said James.

“We’ve seen digital trends accelerating by 10 years due to Covid-19. These trends were already happening but the pandemic certainly speeded up the process. By necessity, it drove our farmers online in greater numbers and we are continuing to see a massive increase in online sales. We’ve also seen increased demand for new online services like additional account payment options, meaning we’ve to add new features, fast.”

The new rebrand has made the website more accessible for users, says James. “The aim was to simplify the services available on the site and I think we’ve achieved that. Our messaging is cleaner and it resonates with our farmers much more. Glanbia Connect is a tool for them to use as much as they need it. It really is so much more than just a website now.”