Australia – The Australian Olive Oil Association (AOOA) is back with its bold, ambitious marketing campaign inspiring Aussies to transform everyday dishes with a drizzle of olive oil.
The ‘Get Drizzling’ campaign builds on the success of the 2023 launch and doubles down on the transformative power of olive oil when drizzled generously to finish a dish.
Moreover, the multi-year campaign is based on driving real action in kitchens across Australia and showing how olive oil can transform a dish – taking it from ‘Blah’ to ‘Ahhh!’
For this year, the campaign features a diverse lineup of influential tastemakers, led by Khanh Ong, alongside Stephanie Feher, Sophie Rindfleish, Mel Melbourne, Kayla La Manna, Malissa Fedele, Daniel Lamble and Lucy Rosenberg. The foodies demonstrate how finishing a dish with olive oil can turn the everyday into something extraordinary.
Ultimately the objective is to increase the consumption of olive oil in Australia. The Association has estimated that if 50% of Australians drizzle just 10ml of olive oil a day to finish to finish a dish, this would represent over 47 million litres of increased consumption a year, practically doubling the Australian market. Importantly, this also means more Australians making a healthier and tastier choice when it comes to cooking.
David Valmorbida, president at AOOA, said, “Olive oil is one of the world’s best flavour enhancers, yet many Australians use it only for dressing salads or dipping bread. ‘Get Drizzling’ encourages people to embrace olive oil as the ultimate finishing touch. It shows how a drizzle of olive oil, just before serving, delivers flavour, texture, and aroma and can completely transform a dish. The campaign celebrates olive oil in a focused way that’s inspirational, joyful and easy to understand. It’s a direct invitation to pick up the olive oil bottle and get drizzling.”
He also added, “Last year olive oil prices hit a record high and we saw consumers leave the category because of cost of living pressures. This year, we’re seeing the price come down so it’s the perfect time to promote olive oil and remind consumers about the flavour olive oil delivers, with just a drizzle. The AOOA is proud to provide leadership and drive a fresh approach to marketing olive oil. The timing is crucial to support the rebound of the olive oil category and further growth beyond that.”
