Australian family owned Squeaky Gate Growers Co has used homegrown humour in its latest olive oil campaign to celebrate real food and the people behind the squeaky gates.
Enlisting the comedic talents of Jean Kittson to play Kerryn, a bold and cheeky host of a cooking show aptly named ‘The Way it Should be’ – who also “dated a grower once” – the campaign humorously highlights and supports the local olive farming industry.
The ‘Way it Should be’ campaign, created by Communicado, is set for a two-year schedule and will feature across the Foxtel network and catch-up TV, supported by digital and social media content, as well as influencer partnerships.
Humour and personality
“While the production of olive oil in Australia is serious business, humour allows our story to be told with personality, granting license to be a bit cheeky and achieve cut through and engagement for our modest budget”, Nicole Puhar, brand manager at Conga Foods, the company behind Squeaky Gate Growers Co says.
Not only do Squeaky Gate partner with the largest number of independent olive oil producers in the country, sourcing olives from “farm gate to farm gate”, but opportunities are also given to packaging suppliers and bottling plants who may not have had an opportunity to market their products otherwise.
It is this business model that means Squeaky Gate Growers Co, which entered the market in 2014, has already become the second most bought Australian extra virgin olive oil brand, as found by Nielsen.
“This philosophy has already resonated with consumers who are passionate about the brand and what it represents”, Puhar says.
“That is as much a testament to the Aussies who are supporting us as it is to the quality olive oils we are proud to bring to the market”.
Quality certified Australian olive oil
Squeaky Gate olive oil brands are members of the Australian Olive Oil Association’s quality seal program. The program is designed to recognise and promote olive oils that measure up to the International Olive Council’s standards of excellence. One key difference with the AOOA Certified Quality Seal and some other programs is that brands participating in this program agree to have samples taken directly from the retail marketplace, in the same manner any consumer would purchase them. An annual licensing fee for the Seal program allows the AOOA to perform rigorous quality testing of each product each year.
Find out more about the many ways to certify extra virgin olive oil.