Ogilvy Brisbane Redefines Extra Virgin Olive Oil for Cobram Estate

One of the world’s most awarded olive oils, Cobram Estate, has launched a new multi-million dollar campaign set to redefine 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.

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.

“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 launched nationally on Sunday 18th October 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.