Vale of Glamorgan Food & Drink Producers Directory

An overview to tickle the tastebuds

To support the launch of the Vale of Glamorgan’s new online Food & Drink Producers Directory, we cooked up a creative campaign that celebrated the people and produce behind the plate. From developing the narrative and messaging to crafting the visual direction and social content, we helped shine a spotlight on the Vale’s vibrant food scene—championing sustainability, provenance and community pride.

Lifting the lid on the brief

The Vale of Glamorgan is home to a thriving community of independent food and drink producers—from vineyards and dairies to bakeries, distilleries and farm shops. In 2024, jamjar was appointed to support the launch of a new online directory that brings these producers together in one easy-to-navigate hub, helping residents, visitors, hospitality businesses and retailers discover and connect with local suppliers.

Our brief was to:

• Develop a strong narrative and messaging framework for the campaign
• Guide the visual direction to give the campaign a distinctive, locally rooted look and feel
• Create engaging social media content to support the directory’s launch
• Showcase the producers’ individual stories while promoting sustainability, provenance and community pride

What we did

Messaging & narrative

We crafted a clear, compelling campaign narrative under the banner ‘Discover the Taste of the Vale’, celebrating the people, passion and pride behind every local product. The messaging focused on themes of sustainability, seasonal eating, community connection and the importance of supporting local producers.

Creative direction

We developed a campaign badge and visual direction for the campaign, championing a colourful, hand-drawn illustration style that reflects the care and craft behind Vale producers. The visuals were designed to feel authentic, cheerful, and full of personality – mirroring the producers themselves. Nostalgic details, such as farmers’ market-inspired aesthetics, playful nods to fruit stickers and stamped wooden crates, inviting both residents and visitors to explore and savour the flavours of the Vale. This identity not only spotlights the passion and heritage of the producers but also encourages mindful choices, reducing food miles, supporting the local economy, and fostering a sense of community pride.

Social media content

• We created a suite of launch-ready content, including:
• Producer spotlight posts highlighting individual businesses
• Seasonal and sustainability-focused posts encouraging behaviour change
• Carousel graphics and reels optimised for engagement
• Community calls to action to drive visits to the directory

Results

• A clear, consistent tone of voice and visual style that captured the spirit of the Vale’s food and drink community
• 10 high-performing social media posts that celebrated the diversity and sustainability of local food
• Increased visibility for local producers via digital platforms and social content
• A strong campaign foundation to grow the directory in future years
• Positive client feedback on messaging, creativity and local understanding