Client: Cobram Estate, UK
Campaign Overview: Publicity and media relations campaign to introduce a new olive oil into the UK grocery market
Newly launched in the UK and the US, Australian-owned Cobram Estate Olive Oils needed a stronger presence in the both markets to compete with European oils.
This campaign was an education process. Although available in Tesco and Morrisons, few UK consumers had heard of, let alone purchased olive oil from Australia. The campaign was designed to change consumer behaviour and encourage the trial of the new products over existing brand leaders.
Simultaneous PR campaigns were launched in New York, San Francisco and London. In London, a home economist was hired to prepare a lunch menu using the oils and over 40 media attended the Soho event. This resulted in very favourable reviews in The Grocer, The Times, Observer Food Monthly, Harpers and Queen and Men’s Health.