THE ASK

To develop a campaign that promotes purchase of Deoleo olive oil brands (Bertolli, Carapelli, and Carbonell) while also educating consumers on the different uses for each type of olive oil (extra virgin, pure, and extra light).
 

SOLUTION

Oilgasm – A creative concept for a print and promotional campaign that focuses on the entire olive oil category, thus promoting Deoleo as the category leader. It takes a fresh approach with provocative ads that demonstrate the wide variety of foods that can be prepared with olive oil while denoting in copy the specific type fit for each dish. (2014)
 

PROMOTIONAL ELEMENTS

Kalamata Sutra Cookbook – A culinary reference that uses the same suggestive look and tone to educate consumers on proper olive oil usage by providing them with recipes specially designed for each type.
 

Valentine’s Day Takeover – A promotional event sponsored by Deoleo that encourages couples to stay in on the most romantic day of the year and instead celebrate by getting together with loved ones to cook and enjoy a full course meal in which every dish is made with olive oil.
 

The Perfect Threesome – A promotional set including a bottle of each type of olive oil from Deoleo along with usage information and mini travel packets of all three.
 

O-face Promotion – A social campaign that invites consumers to share their O-face – the euphoric facial expression they wear while enjoying their favorite foods made with olive oil – and rewards them with the chance to win exciting prizes.
 

COPY | SAVANNAH HARPER & ALAN McCOY
ART DIRECTION | ALLIE HILL & JAYME DITTO
CONCEPT | SAVANNAH HARPER, ALAN McCOY,
ALLIE HILL, JAYME DITTO & LINSEY PARKS