Cobram Estate launches new ‘Every Olive Matters’ campaign via Ogilvy Brisbane

Olive oil brand, Cobram Estate, has launched a new multi-million dollar campaign via Ogilvy Brisbane, with the aim of redefining consumers’ understanding of what constitutes great Extra Virgin olive oil (EVOO).

‘Every Olive Matters’ sees Cobram Estate continuing its leadership role in the industry highlighting the importance of each individual olive when it comes to quality, health and taste while driving growth for the EVOO category.

VIEW THE SPOT

Over the last three years Australian consumption of EVOO has increased in volume by 14 per cent while olive oil tins have decreased in volume by 26 per cent showing the consumers’ desire for greater quality oil.

‘Every Olive Matters’ is a commitment to the quality of Cobram Estate olives from tree to table. Slowly ripening in the Australian sun, each olive is cold pressed within six hours of harvest, retaining more antioxidants and producing fresher, healthier olive oil.

CEO and co-founder of Cobram Estate Rob McGavin says each bottle of 375ml Extra Virgin olive oil contains the cold pressed juice from over 750 perfect olives.

Says McGavin: “Get every single olive right, and you get the world’s most awarded olive oil. Our world-class horticultural practices and commitment to each olive ensures we consistently deliver a high quality product that delivers on taste and health benefits.

“We wanted to portray to shoppers and olive oil lovers that what goes into the bottle starts in the grove, and if you ensure quality every step of the way it rewards you on the plate with not only its taste but also with improved health benefits including antioxidants.”

The integrated multi-media campaign has launched nationally with a TVC captured in one take at the grove – with no post-production compositing – to reflect the simplicity and purity of Cobram Estate Extra Virgin Olive Oil. This will be followed by radio, lifestyle magazines, digital and social media.

This is Cobram Estate’s first campaign since hiring Ogilvy Brisbane, Ogilvy Australia’s newly formed Brisbane office, and is supported by media agency Hot Glue.

Creative agency: Ogilvy Brisbane

Media Director: Lewis Hearn