Olive Oil takes your plate from "Bahh" to "Wow"!

The Australian Olive Oil Association (AOOA) is back with its bold and ambitious marketing campaign, inspiring Australians to transform their everyday dishes with a touch of olive oil. The 'Get Drizzling' campaign builds on the success of its 2023 launch and places even more emphasis on the transformative power of olive oil when generously drizzled at the end of a dish. The multi-year campaign aims to drive real action in kitchens across Australia and demonstrate how olive oil can transform a dish, taking it from “Bahh” to “Wow” (from bland to delicious).

AOOA President David Valmorbida commented: “Olive oil is one of the world’s best flavor enhancers, yet many Australians only use it to dress salads or dip bread.”

“‘Get Drizzling’ encourages people to embrace olive oil as the ultimate finishing touch. It shows how a drizzle of olive oil, just before serving, can deliver flavor, texture, and aroma, completely transforming a dish.”

“The campaign celebrates olive oil in a focused, inspiring, joyful, and easy-to-understand way. It’s a direct invitation to grab that bottle of olive oil and drizzle away!” said Valmorbida.

The 2025 campaign features a diverse lineup of influential culinary figures, led by Khanh Ong, alongside Stephanie Feher, Sophie Rindfleish, Mel Melbourne, Kayla La Manna, Malissa Fedele, Daniel Lamble, and Lucy Rosenberg. These foodies showcase how finishing a dish with olive oil can turn the ordinary into something extraordinary.

“This campaign is a milestone,” said Valmorbida. “It’s the first time the olive oil industry has developed a marketing campaign promoting all types and origins of olive oil. We’re celebrating the entire olive oil category and want Australians to use more of it.”

The digital campaign, which will run through May on social media platforms and news and entertainment sites, comes at a key moment for the industry.

“Last year, olive oil prices reached record levels, and we saw consumers moving away from the category due to the pressures of the cost of living. This year, we’re seeing the price decrease, so it’s the perfect time to promote olive oil and remind consumers of the flavor it brings, with just a touch,” said Valmorbida.

The ultimate goal is to increase olive oil consumption in Australia. The Association has estimated that if 50% of Australians drizzled just 10 ml of olive oil a day to finish their dishes, this would represent more than 47 million additional liters consumed annually, nearly doubling the Australian market. Most importantly, this would mean more Australians would be choosing a healthier and tastier option when cooking.

“AOOA is proud to provide leadership and promote a renewed approach to olive oil marketing. The timing is crucial to support the recovery of the olive oil category and its subsequent growth,” said Valmorbida.

‘Get Drizzling’ is proudly supported by the Australian Olive Oil Association and the main funding partners Squeaky Gate, La Española, Moro, and the Spanish Olive Oil Interprofessional Organization.

Interprofessional General Manager Teresa Pérez commented that it was exciting to see a fresh, dynamic, and well-targeted marketing campaign in Australia, focused on the magic touch of olive oil. “It’s important for Australian consumers to understand that with just a touch of olive oil, they’ll get a better, healthier, and more flavorful dish.” Acesur’s International Commercial Director, Enrique Herrera, noted that the results from the first year of the ‘Get Drizzling’ campaign were impressive and highlighted how unique it is to promote olive oil as a complete category.