Making Olive Oil from Spain the consumers choice

Challenge: As we all know, olive oil is a staple item in many Australian pantries.

However, research found that many consumers are undecided as to which type and variety of oil to choose. With a large number of brands, types and nationalities of oil on the market, who wouldn’t be overwhelmed?

Our aim was to simplify this problem by making olive oil from Spain, the oil of choice for Australian consumers.

We needed to leverage the quality, taste, heritage and value-for-money olive oil from Spain offers consumers, and take a leadership position amongst other olive oils that are available in stores.

Strategy: To introduce the campaign to the public we created a pop-up Spanish olive oil grove in the middle of Sydney’s CBD (George St) to celebrate Spain’s culture and heritage – imagine a fiesta of colour, sound and taste.

Our prestigious media and bloggers were also treated to an exclusive dinner hosted by ambassador Justine Schofield. They were able to preview the delicious array of food, infused with a splash of Spanish goodness (olive oil from Spain) that was to be opened to the public for breakfast, lunch and dinner the following day.

This provided consumers the opportunity to taste and sample the olive oil for themselves, all the while in a fun Spanish setting.

Results: The olive oil from Spain campaign was not only fun for us but also for the estimated 7,500 Sydneysiders who tasted olive oil from Spain, consuming a total of 35 litres of Spanish olive oil varieties.

Another 1,500 Sydneysiders tasted Justine’s tasty dishes featuring olive oil from Spain for breakfast, lunch or dinner.

We generated a huge amount of coverage with 28 articles reaching over 1.8 million Australians with messages about olive oil from Spain. Highlights included mX, TimeOut and The Morning Show.