Olive Oils From Spain has launched “All in a Drop”, a new campaign in the United States that seeks to place Spanish extra virgin olive oil beyond the functional territory of the ingredient. The proposal, created by Havas Miami, presents oil as a way to enter Spanish gastronomic culture due to its flavor, its rituals, its rhythm and its way of understanding the table as a meeting space.
The campaign marks the agency’s first work for the brand in the US market within a three-year collaboration. Havas Miami thus leads strategy and creativity in the United States, with Havas Madrid as regional creative partner and Havas Media Network in charge of media planning.

The campaign uses food, music, language, cinematographic image and a very specific cultural reference such as the after-dinner meal to invite the American consumer to meet, cook and share in a tastier way.
The main piece, directed by Andrew De Zen -from the production company Rebolución Spain-, was filmed in Madrid, Segovia, Cádiz and Jaén.

The spot presents a sensory journey through a contemporary Spain, in which shared tables, streets, olive groves, roads by the sea, music, dance and conversations coexist that continue after eating. The production, very sensorial, has a rhythmic edition based on clapping, guitar movement and the bilingual use of English and Spanish – popularly known as spanglish– on a soundtrack with overtones of contemporary Spanish artists such as C. Tangana or Rosalía.
The piece closes with texts in English and Spanish – “Heart”, “Flavor”, “Corazón”, “All in a Drop” – that link the product with the cultural strength of Spain.

“The challenge was to go beyond the usual language of ingredients and product benefits”said Federico Hauri, Executive Creative Director at Havas Miami. “All in a Drop” gave us a way to tell a richer story. A single drop of Spanish extra virgin olive oil can contain the flavor, rhythm, warmth and emotion of Spain. The campaign tries to make that feeling tangible for American audiences.”

The campaign also responds to a broader change in the way in which many consumers relate to food and whose interest goes beyond the product itself and extends to its origin, its cultural context and the stories that accompany it. “American consumers are not only interested in what they eat, but they also want to know the culture, history and origin behind it”explained Pedro Barato, President of the Spanish Olive Oil Interprofessional. “All in a Drop invites people to experience Spanish extra virgin olive oil through the after-meal, the Spanish tradition of enjoying food, family and friendship.”

“All in a Drop” premiered on July 15 with a multichannel strategy designed to bring the campaign story to different touch points. Planning includes social networks, connected television, online video, audio and streaming music platforms, digital display, outdoor advertising in New York, experiential activations and content with creators.

The media strategy, led by Havas Media Network, seeks to impact consumers interested in food, culture and lifestyle in moments linked to discovery, cooking, entertainment and socialization. The objective is to stimulate the consideration of Spanish extra virgin olive oil as a choice with culinary value.
The campaign will also extend into the food conversation with an immersive event in New York on July 21. Olive Oils From Spain will present “All in a Drop” to media, chefs, creators and prescriber profiles, with culinary direction by Andy Baraghani, renowned chef and author.