We’ve recently launched a brand new website for a local rapeseed oil producer. With increasing consumer interest in healthy eating and a growing demand for buying local produce, we worked closely with the Jupiter branding team to create an online platform from which Heart of Gold can reach its intended consumer audience.

Once our branding specialists had created the warm and engaging concept for Heart of Gold, we then needed to give the product a site that reinforced the brand values and helped sell the health benefits to an online audience.

After reviewing the oil market, experiencing the customer journey and decision making process in supermarkets and delis, and then sampling the huge spectrum of oils available, we set to work.

Heart of Gold refers to the beautiful golden colour of the rapeseed oil and also where it’s grown, in the heart of England. We used a direct and personable approach to language throughout the site, creating “love letters” that also appear on the product label, talking directly to the heart about the benefits of the oil.

Heart of Gold is attracting a great deal of interest from retailers, particularly those who want to offer their consumers locally grown produce in order to communicate food miles messages, so watch this space for stockists.

The next phase of the project is to introduce e-commerce elements to the site so consumers can buy the oil directly from it. This, coupled with a strategic online advertising campaign, will really help the Heart of Gold product succeed in a crowded marketplace.

In the meantime, Heart of Gold is available to buy directly from the farm where it is grown, harvested and bottled in the Vale of Belvoir.