We helped Spanish Olive Oil stand out in Australia by selling Spain, not just the oil
YEAR
2003 – 2006
CLIENT
Trade Commission of Spain
INDUSTRY
Government / Food & Beverage / Export Promotion
SERVICES
Strategy, Creative Direction, Campaign Development, Content, Events, Retail Activation, Chef Partnerships, Consumer Research
The challenge
Twenty years ago, Spain was largely undiscovered in Australian kitchens.
Italian food had long claimed its place at the table. Greek and Thai were familiar favourites. But Spain – despite its depth, richness and culinary heritage – was still waiting in the wings.
Even though Spain was the world’s largest producer of olive oil, that story hadn’t landed here. Spanish oils were high in quality but low in recognition. Often mistaken for Italian, or simply passed over for Australian brands, they lacked a clear identity on shelf or in homes.
When the Trade Commission of Spain approached Spinifex, they weren’t just looking to boost sales. They wanted Australians to understand what made Spanish olive oil unique, and why it mattered.
Our insight?
To change what people buy, we had to change what they feel.
Don’t just sell the oil. Sell Spain.
Discovery
Working closely with stakeholders and market data, we identified three key insights:
- Spanish olive oil wasn’t top-of-mind, even when it was already in baskets.
- Cultural associations drove recall and preference far more than tasting notes or varietals.
- A product-led approach would never compete with the power of Italy’s lifestyle branding or Australia’s local loyalty.
We saw an opportunity: turn a commodity into a cultural ambassador.
The real value was not just in flavour, but in what that flavour evoked — vibrancy, tradition, generosity, Spain.
Design
Over a four-year strategy, we developed a rich, multi-channel campaign that gave Spanish Olive Oil a voice and a story.
Our approach combined education, sensory experience and cultural connection:
- A beautifully designed cookbook featuring celebrated chefs
- Recipe postcards that turned tasters into home cooks
- In-store sampling and supermarket promotions in high-traffic areas
- A refreshed quarterly magazine and digital content hub (Tertulia)
- Engagement at national Good Food & Wine Shows
- Partnerships with Spanish retailers and local importers
- Expansion into sherry and other Spanish ingredients for a full food culture narrative
- Strategic media placement and credible third-party endorsements
We made it easier to taste Spain, cook with Spain and think of Spain when you reached for a bottle.
Delivery
Across the four-year strategy, Spinifex led every element from planning to plate:
- Delivered an integrated strategy for awareness, sampling, education and engagement
- Managed all chef collaborations, recipe development and content production
- Created all campaign assets: cookbooks, postcards, in-store kits, POS and display materials
- Led sampling and event programs including training for ambassadors and food show activation
- Produced quarterly magazines and sustained digital content across the Tertulia ecosystem
- Built and maintained CRM and opt-in pathways, growing Spain’s owned audience in Australia
- Acted as the central connection point between Spanish government, media, retailers and creatives
Results
This wasn’t just a promotional campaign – it was a perception shift.
Spanish Olive Oil gained recognition as a premium, distinct choice, not a generic alternative.
The cookbook, postcards and mini-mag inspired home cooks to try Spanish varietals and associate flavour with culture.
Supermarket shoppers who tasted the oils began seeking them out by name, not just price.
Media coverage helped position Spain as more than a source of ingredients, it became a food destination.
The brand gained traction with food lovers, retailers, and health influencers, sparking new interest across the category.
Most importantly, we connected Spanish food to something bigger than cuisine: emotion, celebration, and identity.
Got a product the world should love but nobody knows it yet?
We’ll help you build a brand that speaks to culture, not just claims.