Larchwood Foods, the firm behind the Mr Hugh’s rapeseed oil brand, is to challenge its sector rivals olive oil head on with the launch of a new marketing campaign to coincide with its listing in Tesco and Asda.
The push will encourage consumers to make the switch from extra virgin olive oil to cold pressed rapeseed oil via PR, digital marketing, social media and advertising, growing the market for a product which is still little us4ed.
Devised by Suffolk based Pier marketing the campaign will emphasise the health benefits of rapeseed, which contains half the saturated fat of olive oil, ten times the quantity of Omega 3 and a high smoke point – meaning it can be cooked at high temperatures without losing anti-oxidants, flavour or colour.
In addition to the cold pressed variety Mr Hugh’s also produce a gourmet single variety of rapeseed oil which is rich in Omega 3,6 & 9 and has a distinctive light taste.
Graham Secker, director at Larchwood Foods, comments: “There are a growing number of consumers aware of the benefits of cold pressed rapeseed oil, but our aim is to drive the sector with a much farther reaching campaign to educate consumers, coupled with an exciting price proposition that consumers can’t ignore.”
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