To publicise the activity a customised bottle label that unites the two brands has been designed by Nottingham brand & packaging agency Pure, free of charge.
As Cancer Research UK’s Race for Life’s activities are primarily women-only running events, Pure created bespoke drawings of female runners to fill the familiar countryside image found on the Borderfields product pack.
Pure’s Creative Director, David Rogers said, “Adding the new illustrations creates seamless visual harmony between both brands.”
Other elements of the pack design were tweaked and, rather neatly, the seal around the bottle tops was changed from black to pink to tie in with Race for Life’s pink branding and event theming.
Borderfields is owned by Hammond Food Oils and the idea was conceived by its Managing Director, Paul Davenport, “This year we wanted to raise the brand and category profile by doing something positive for everyone’s benefit rather than running the usual competition. As cold pressed rapeseed oil has lower saturated fat than all the other main oils bought in the UK, the product’s health benefits are a natural fit with the charity.”
Borderfields will donate 30p for every jointly branded bottle sold, which, based on the product’s price point, equates to a significant amount.
Paul Davenport added, “We approached Cancer Research UK’s Race for Life with our proposal and they were finally sold on the idea after seeing the new bottle design.”
The charity bottles will be available in major retailers in August and September.