King Arthur Flour Gets Engagement

This post was originally going to be about King Arthur’s new “Our Farmers” videos. But after I watched the videos, I toured the website further and the post has taken a different turn. King Arthur is doing some really great things in terms of engagement, and I’d like to touch on a few of those.


King Arthur recently launched videos covering the following topics: Families, Life of a Farmer, Preserving the Land and the King Arthur Flour (KAF) Connection. Each topic category has an all- encompassing recap video and individual family farmer video testimonials. The production quality of these videos is great. KAF effortlessly captures the emotion of the farmers and the connection that they have to their livelihood. The videos are very honest and nonscripted. The charm of the videos remains intact because of KAF’s tasteful choice to have minimal branding in the lower right corner.

My one criticism would be that had I not seen this link in a press release I’m not sure I could find the videos on the website. My personal opinion is that they should be highlighted on the homepage.

KAF has built its own social network on its website, and people are actually participating in it. Bakers are posting recipes using KAF flour, problems they are experiencing while baking, questions on tips and much more. To post comments, users sign in with their account that they set up to receive email blasts from KAF. If users don’t have an account, they can create one. What a smart way for KAF to capture a database of potential customers.

The blog features awesome food photography and a clean design. I don’t even bake, but it makes me want to because of the food shots alone. The tone is conversational and includes recommendations on recipes to try. Each post actually shows, through photography, the step by step process that the recipe calls for.

Our Flours
The product pages titled “Our Flours” also use enticing food photography but go a step further by pulling in customer testimonials from posts in the community forum. Is there any better way to sell a product than to have a positive customer endorsement? Genius!

I’d have to say my KAF video experience took a turn for the better, and KAF’s website provided a fresh look at how to be more engaging. If you haven’t noticed a theme lately with my posts let me reiterate … IT’S ALL ABOUT ENGAGEMENT.