Atkins harnesses Contentful’s flexibility and scalability to redefine their customer experience.
Atkins’ Component-Based Content Overhaul with Contentful
ATKINS
Digital Experience Strategy & Design
Solution Design and Architecture
Custom Development
Managed Services
Data Migration
Contentful
RECOGNITION
Background
Atkins is a legacy brand in the health and nutrition space. They offer delicious, low-carb, and high-protein pre-packaged food for dieting people who love to eat! They partnered with Publicis Sapient to modernize their digital presence, focusing on rebuilding the core content site, Atkins.com, which had previously been running on an outdated WordPress implementation. The goal was to create a scalable, modular, and maintainable content platform that would future-proof Atkins’ digital ecosystem without disrupting its separately managed Shopify-based transactional ecommerce experience.
Together, Corra &
Atkins
achieved:
Challenge
Outdated Platform and Indirect Stakeholder Engagement
The challenges of this project were two fold:
1) implement a modern CMS to give Atkins a scalable, modular, and maintainable content platform and
2) mediate a partner-led delivery model. There was a third-party agency involved in project management of the CMS implementation and so part of the workflow of this implementation was working with this third-party in their role as proxy product manager. This extra layer of communication required tight coordination and precise scope alignment across agency lines.
Solution
Component-Based Design System
Publicis Sapient built the new Atkins.com experience using Contentful’s component-driven architecture. The team created modular content blocks that span hero banners, article finders, and related content cards. Contentful empowers non-technical users to assemble, rearrange, and manage new pages without developer support. Contentful improved agility, and allows the marketing team to respond faster to campaign needs with reusable assets that maintain brand consistency.
Recipe-Centric Content Migration
The initial phase of the rebuild prioritized Atkins’ vast recipe library, which serves as a primary traffic driver and engagement maintainer. Recipes were restructured and migrated into Contentful, with improved taxonomy and search features to increase discoverability. A streamlined editorial workflow was introduced to support updates and tagging, enhancing content reuse across pages and campaigns.
Progressive Rollout & Feature Phasing
The launch followed a phased deployment strategy, starting with a limited selection of content used to validate architecture and user interaction with the site. A second release, planned for August 2025, expands the site’s scope to include additional articles and legacy blog content. This incremental approach reduced launch risk, enabled faster time-to-value, and allowed for iterative refinement based on stakeholder feedback.
Modular Content Infrastructure with Contentful
Contentful’s UI and permissions model allowed Atkins’ teams to take ownership of ongoing content updates without relying on Publicis Sapient for every change. By enabling internal stakeholders to manage page creation and layout decisions, the team reduced friction and empowered faster execution. Editorial independence through the modular content options of Contentful were a critical factor in platform selection and long-term success.
Cross-Agency Coordination
Given that Corra interfaced primarily with Digitas rather than Atkins directly, tight process controls and documentation were crucial. Regular syncs, clear ownership through RACIs, and collaborative tooling allowed Publicis Sapient to maintain velocity and alignment despite the indirect client model. This structure also laid the foundation for parallel development across other Atkins digital properties.
Results
The Contentful implementation gave Atkins a modern, maintainable content platform aligned with their brand goals and internal workflows. The modular architecture streamlined content creation and improved operational agility across teams. Early results show increased editorial efficiency and improved site flexibility, with expanded capabilities set to launch in August 2025. By balancing platform modernization with stakeholder complexity, the team successfully delivered a scalable solution that positions Atkins for long-term digital growth.
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