Yorkshire-based digital agency Adigi has launched a new website for William Jackson Food Group (WJFG), the sixth-generation family business behind leading UK food brands including Abel & Cole, Belazu, and Jacksons of Yorkshire.
The new website offers a modern digital presence that brings WJFG’s heritage, values and growing portfolio of brands to the forefront. Built using WordPress, the site was designed to be visually engaging, easy to manage and ready to evolve with the business.
Adigi was responsible for the full design and development of the site. Although the WJFG brand identity was not created by Adigi, the agency worked to develop key brand elements for online use, refining typography, layout systems and colour to create a cohesive and user-friendly experience.
“This is a business with a fantastic story and some of the UK’s best-loved food brands. We wanted to give them a digital platform that reflects both their heritage and their future,” said Dan Martin, Managing Director at Adigi.
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This latest launch builds on Adigi’s longstanding relationship with WJFG, having previously delivered the website for Jacksons of Yorkshire, which the agency continues to host and support.
It’s already been a big 2025 to date for Jacksons of Yorkshire. In May the brand launched its new brand re-positioning campaign, the first work to launch since Red Brick Road won the brand re-positioning brief in 2024, and including the brand’s first appearance on TV.
The new “Rise Up” brand platform signals the quality and pride in every Jacksons loaf. Thanks to their care, craft and heritage, Jacksons know that not all bread is created equal. So, with that in mind the launch spot urges the nation to “Rise Up” to demand better bread.
The TV ad, made and managed by Powerhouse and directed by Andy Saunders, with media planning and buying through Alchemy Media, is described as “a rallying cry.” It shows the Jacksons master baker calling on the bread lovers of the UK to unite in their love of better bread.
The new WJFG website is now live.
