Best Consumer Goods Website

Overview: Black River Cheese is an artisanal, local Ontario cheese produced since 1901 in Prince Edward County’s Black River. However, its brand – and its website – didn’t reflect this heritage or this quality. Quite the contrary, the marketing elements were functional at best. It was time to change to tell a new story: one of celebration, inspiration, and elevation. Business challenge: The artisanal cheese category has grown increasingly competitive. There are both imported and Canadian cheeses crowding into the deli cheese section. There are new, exotic cheese types vying for the consumer’s attention. We needed to carve out a unique space for Black River Cheese. Keys to success: Quality is important; as is local. The new website would be an opportunity to showcase the expertise and devotion of our local farmers and cheesemakers as one of Ontario’s first original cheese houses using only the best natural, local ingredients. Target audience: 28-44 year-olds, willing to pay more for quality. A food lover, not a food snob. Educated in the craft of food and drink but always hungry to learn more. Seeks party-conversation worthy experiences. They seek fine food not for its badge appeal but for its authentic quality. How did the program work? The new website placed Black River Cheese at the centre of joyful but sophisticated gatherings. Food is fun. Food is joy. People gather around food. It is often at the heart of things. So we wanted to website to capture this experience, almost as if you were at a dinner party, complete with dark lighting (hence the dark palette) and charcuterie boards. We also developed a custom cheese paring tool that would help visitors discover what food or what wine, beer or cocktail paired perfectly with their favourite Black River Cheese, giving them the insights and knowledge we knew they wanted to share at their next party. And inviting them to come back to the website for more.

Contributors:

Chief Creative Officer:	Brian Howlett
Executive Creative Director:	Curtis Wolowich
Creative Director/Designer:	Stephen Loveless
Director of Strategy and Prodution:	Scott Cooper
Sr. Developer:	Mark Harris
Developer:	James Diamond
Account Manager:	Caitlin Flanagan

JUNCTION 59

Website: https://junction59.com

Location: Canada

About the Agency:

Junction59 is a data-driven, integrated advertising agency that brings strategy, creative and client services together to create turning point ideas for businesses and their customers. We work at the intersection of people and points of view. Where smart people come together to create smarter communications. Where great marketing occurs to make tomorrow better than today. Where emotional connections meet measurable results.