Heart of Gold
With increasing consumer interest in healthy eating and a growing demand for buying local produce, the scene was set for us to create an exciting new brand – Heart of Gold.
Our brief was to take a brand new, 100% extra virgin cold pressed rapeseed oil and create a brand that would be warm, engaging, selling the health benefits and achieving stand out on the shelf.
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.
We realised how much of an unconscious, automatic decision buying oil is, simply picking up the same brand, or reaching for the supermarket own label to save time at the shelf.
We also discovered that consumers assume that olive oil is the healthiest oil to choose. In fact rapeseed oil is known to be lower in saturated fat, higher in vitamin E and omega 3 and you can use it hot or cold, making it more versatile and better for you.
Heart of Gold refers to the beautiful golden colour of the rapeseed oil and also where it is grown, in the heart of England. We used a direct and personable approach to language, creating “love letters” that appear on the label, talking directly to the heart about the benefits of the oil. We then created a website to tell the brand’s story and bring to life the health benefits.
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.
In the meantime, Heart of Gold is available to buy directly from the farm where it is grown, harvested and bottled in Vale of Belvoir.
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