Small changes in olive oil consumption could double the market in Australia, according to the Australian Olive Oil Association (AOOA), which is calling on Aussies to ‘get drizzling’.
The Association has estimated that if 50% of Australians drizzle just 10ml of olive oil a day to finish a dish, this would represent over 47million litres of increased consumption a year. Importantly this means more Australians making a healthier and tastier choice when it comes to cooking.
AOOA’s ‘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.
“Olive oil is one of the world’s best flavour enhancers, yet many Australians use it only for dressing salads or dipping bread,” said AOOA President David Valmorbida.
“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 said.
Inspiration and collaboration
The multi-year 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.
Proudly supported by the AOAA and core funding partners Squeaky Gate, La Espanola, Moro and the Spanish Olive Oil Interprofesional Organization, it’s the first time the olive oil industry has developed a marketing campaign that promotes all types and origins of olive oil.
“We’re celebrating the entire category of olive oil, and we want Australians to use more of it,” says Mr Valmorbida.
Category opportunities
The digital campaign, which runs until May on social media platforms and news and entertainment sites, comes at an important time for the industry.
“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,” says Mr Valmorbida.
“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.”