Major FMCG brand Heinz engaged digital agency Citrus to create a website for its fruit and vegetable juice brand, GC Raw.

The site gives juice fans a place to find more information about the product, which is sold at supermarkets and a growing number of other outlets.                                

The website is part of a push by Heinz to make a greater commitment online. GC Raw is aimed at consumers that struggle to fulfil their daily fruit and vegetable requirements.

The site, which mimicked the direction of the TVC, has been designed to have an energetic, quirky and healthy feel, which is in keeping with the over-arching strategy of the brand.

Citrus designed the website, www.gcraw.com.au, to have a simple and clean feel. Text on the site has been kept to a minimum and the language has been carefully chosen to appeal to the younger female audience and mums that the brand has catered for.

The site aims to build consumer awareness, encourage purchase and trial of the product and ultimately increase sales.