A bag designed by Palomo Spain and worn by Aitana to publicize and promote Spanish olive oil was the trigger for “The perfect complement”, the campaign that has been recognized with Gold in the category of “Effective use of the outdoor environment” in the JCDecaux outdoor advertising contest this 2026.
The strategy, devised by the CyW agency for Olive Oils of Spain – the interprofessional organization of Spanish olive oil – has stood out for its creativity and results in the promotion of the product, which has focused on repositioning olive oil as a consumption trend among young people, displaced in recent years by new sauces and flavors.
Thanks to the campaign, oil consumption grew by 34% compared to the previous period
As stated in the Case Study of the campaign, “The perfect complement” obtained positive results in terms of visibility and notoriety, and also boosted oil consumption, as shared by the brand and the agency. Specifically, consumption grew by 34% compared to the previous period and the campaign achieved more than 670 million impressions, as well as a media exposure value of 4.3 million euros.
The intention of “The Perfect Complement” was to make the ingredient fashionable and, precisely, it resorted to outdoor advertising to articulate the creative concept. Olive Oils of Spain collaborated with Palomo Spain, one of the most recognized designers in the country, to create a luxury bag inspired by the oil and that could include a bottle with the ingredient. He thinking It was that, just as a bag is the fundamental piece of an outfit, extra virgin olive oil is the fundamental piece of a dish.
The accessory was placed in the hands of Aitana, one of the most followed singers of the moment, and who was immersed in the launch of her fourth album, titled “Cuarto Azul.” Thus, some style photographs were leaked paparazzi in which the artist wore the bag and which began a teaser phase of the nationwide campaign.
The images, which generated enormous expectation among the media and users, were amplified through the participation in the conversation by influencers and content creators such as Abel Planelles, Javi Hoyos, Juan Avellaneda or Celi Monde. After a few days, the interprofessional organization revealed the truth behind the photographs with a post by Aitana on their networks explaining the concept. An outdoor advertising campaign was also activated in different cities of the country, which included a large banner on Serrano Street in Madrid, traditional and digital mupis and integral marquees where olive oil was presented as the true perfect complement.
The strategy also included a spot, which was broadcast on television and digital platforms, and which highlighted the status of olive oil as an icon, a symbol of national identity, highlighting the characteristics and versatility of one of the most important products of Spanish gastronomy.
The campaign included the creation of a website, with information of interest, recipes and advice for the use of olive oil and, through which, some of the 40 units manufactured of the bag were raffled off, thus becoming a truly exclusive piece of fashion and Mediterranean essence, a symbol of quality, identity and culture.
Seeking organic amplification in the media, a series of public relations actions were also deployed, designed by the AcentoenlaCé agency together with CyW. Among them, an in-person event was held in Madrid in which Palomo Spain officially presented the bag. They also collaborated with chef Paco Roncero to create four different sandwiches in which olive oil was the protagonist.
The campaign had the collaboration of NF Media as a media agency.
As part of another phase of the campaign, Aceites de Oliva de España exhibited the bag on special supports (empty mupis as a display case) to bring the public closer to the exclusive fashion piece. However, he staged the robbery of those located in the Plaza de Colón and the Plaza de la Cebada, both in the capital, and replaced the accessories with graphics with the message “Our accessory is so irresistible that someone has taken it. The bag that accompanied it too.”
The different executions sought to turn olive oil into an object of desire, claiming it as a symbol of national culture and gastronomy and highlighting it compared to other options for its quality and versatility in any recipe and time of day. The strategy intelligently used the communication codes of young people, and created an integrated campaign with storytelling to revalue the product, elevate it towards luxury and encourage its consumption.
“The perfect complement” is part of the trio of Gold-winning campaigns in this edition of the JCDecaux awards. The other two are the “Stranger Things” neon on the Puerta del Sol clock, part of the “From Madrid to the Upside Down” campaign, designed by Andtonic to promote the Netflix series, which has won the Grand Prize and Gold in “Brand Experience”; and “Shades of red”, by the agencies WPP, David Miami and David Madrid for Coca-Cola, which took Gold in the “Visual execution” category.
