Earlier this month, the Australian Olive Oil Association (AOOA) introduced its first consumer campaign to promote all grades of olive oil. The organization said the drive is getting off to a successful start.
The three-year-long marketing initiative, “Get Drizzling,” aims to encourage Australians to drizzle olive oil as a finishing touch on all their food, even ice cream.
Our research shows this is the strongest opportunity for these foodie explorers to get drizzling. This age group heavily uses social media and looks to the internet for food ideas and cooking inspiration.
According to the AOOA, the campaign is brand agnostic because the organization wants all brands to drive the demand for olive oil.
The digital campaign promotes olive oil as a simple, healthy and delicious vital final touch to all dishes, according to the AOOA.See Also:Nutritionists Evaluate Merits of Olive Oil Shot TikTok Trend
“In the first week, the digital campaign was seen by 1.1 million people on Instagram and Meta (formerly Facebook),” Jan Jacklin, the general manager of the AOOA, told Olive Oil Times. “On TikTok, where the audience is younger, the launch video has been viewed more than 560,000 times.”
“The Get Drizzling website has also registered good traffic as people click through to learn more about olive oil,” she added. “This is a strong start and great for the category of olive oil.”
Jacklin said the campaign, which she described as fresh and energetic, targets household cooks between 25 and 54.
“They’re men, women, singles, couples and parents; it doesn’t matter,” she said. “What does matter is that they already use olive oil and are open to using more of it.”
“Our research shows this is the strongest opportunity for these foodie explorers to get drizzling,” Jacklin added. “This age group heavily uses social media and looks to the internet for food ideas and cooking inspiration. That’s why our campaign is digital.”
For the initiative, the AOOA recruited three prominent Australian tastemakers to inspire consumers to change their behavior and get drizzling.
As part of the campaign, celebrity chef Khangh Ong promotes olive oil as a way to improve any dish by adding umami flavor and texture. The kitchen staple’s grassy and floral notes complement all the dishes he promotes.
Along with recipe developer Lucy Rosenberg and food influencer Leah Itsines, Ong designed a range of recipes for the drive.
The color palette for the campaign’s ads was explicitly chosen to reflect the joy and energy people get from great food, and the influencers drizzle olive oil to a lively background beat inspired by kitchen sounds.
Besides driving engagement through Instagram, Meta and TikTok ads, the campaign also features on popular recipe, news and entertainment websites.
According to the AOOA, the campaign could not have come at a better time, with olive oil supply and pricing under pressure worldwide.