The chosen campaign tone is informative, the concept being to distil the benefits into an easily-digestible format suitable for both specialists and the general public.
All the supporting materials will carry a “Enjoy! it’s from Europe” sign off aimed at creating an image which is attractive and has an immediate impact, with simple, effective messages.
The information will cover all the classical reasons for using olive oil: from the history and culture of the Mediterranean tradition of the olive oil and extra virgin olive oil to its nutritional and health benefits deriving from its chemical and physical composition.
The innovative concept in the overarching strategy of the campaign is “The Search for the Perfect Food”: an approach with an emotional impact involving all the targets, because each has a specific contribution to make to the aim of achieving a greater awareness of the rewarding aspects of using quality European products.
A search that has the advantage of bringing to light key aspects: genetics and varietal consistency; provenance; natural goodness, landscape values and environmental sustainability; know-how, farm to fork traceability and the quality of PDO/PGI products; added value in terms of nutrition and flavour; compatibility with the Mediterranean Diet and modern cuisine and so forth.
A campaign focusing on olives and olive oils as an ideal synthesis, rare in other foods, combining flavour, healthy nutrition and versatility of use.
A concept in line with the current trend of raised consumer awareness leading to increasingly informed and conscious choices.
An ongoing search, open to contributions from everyone, which also gives the campaign a common, unifying identity to link its different areas and communication formats.