When Cox Media wanted to innovate on how consumers shop and experience content they knew they needed an agency partner that intimately understood the intersection of brand, content and e‑commerce. Together the idea for Southern Kitchen was born. A digital destination that merges great storytelling with commerce in a way that creates a memorable experience and effective e‑commerce.
In a space as crowded as online food content and kitchenware e‑commerce, we immediately knew the brand had to be exceptional. And by brand, we don't just mean the logo or color palette. We looked at the end‑to‑end digital experience.
In other words, we ensured every element of the brand reflected the high standard to which Southern Kitchen holds itself. Every interaction needed to be welcoming, effortless and thoughtful, as if you were in the home of a dutiful Southern host.
When Southern Kitchen began, the internal team was small. But they knew the idea wouldn't succeed without a robust editorial operation that balanced actionable, in‑the‑kitchen ideas with thoughtful storytelling. FortyFour's Content & Editorial team stepped in and was there to help.
Our team of writers and editors collaborated with regional culinary experts to ensure the Southern Kitchen's content ‑ from video to written articles to photography and illustration ‑ was authentic, authoritative and appetizing.
If you build it, they won’t necessarily come. In order to ensure an idea as innovative as Southern Kitchen succeeded, we had to attract not just consumers but brand loyalists ‑ audience members who would champion the Southern Kitchen and its values. We took a testing‑based approach to find our core audience. We collected as many consumer insights as possible throughout the pre‑launch period to ensure our strategic decisions were based on evidence and not assumption. That data‑driven approach continues to this day.