“The perfect complement”. Thus defines Oliva oils from Spainthe interprofessional organization of Spanish olive oil, both its product, as well as the unique bag that it has created to publicize and promote oil, its quality, its Spanish origin or its importance as an ingredient in a balanced diet.

“The perfect complement that feels good with everything, exists and is called extra virgin olive oil”; They explain from the organization in a publication through Instagram.”Because an icon is not always a matter of fashion, it is also a matter of taste”, Explains alluding to the conjugation of fashion and gastronomy.

The bag is presented in a striking greenish yellow color, one of the trend tones this season, and has two straps, with its corresponding buckles, which serve to hold an oil bottle. This looks the olive oil logo of Spain, while the bag includes the Palomo, that is, the fashion firm Palomo Spain, created by designer Alejandro Gómez Palomo.

As the organization points out in a shared statement after the publication of this news, the campaign has been devised by the creative agency Cyw. The objective is to make extra virgin olive oil a national identity symbol, valuing the characteristics and versatility of one of the most important products of Spanish gastronomy.

“We want to value the product and encourage consumption among young people”, Said Pedro Cheapo, president of the interprofessional of Spanish olive oil, in the statement.”To achieve this we must adapt to your communication codes and we believe that fashion is a good instrument to attract them and change your perception of extra virgin olive oil”

The bag has been designed exclusively by Palomo Spain at his home workshop (Córdoba) and produced an Ubrique (Cádiz) workshop.
From Accentenlacé, agency in charge of the communication of the campaign, they point out that the bag will not be marketed, although they advance more phases of the strategy with “surprises”.

The campaign started on May 22, and as part of it it has been possible to see the accessory over the last days through the streets of Madrid in the hands of Aitana, who has looked it as part of a look composed of jeans.
The image has gone viral and the conversation has been fueled by influencers and content creators such as Abel Plales, Javi Hoyos, Juan Avellaneda or Celi Monde.

Oliva oils from Spain has had the singer as the main piece of the Marketing strategytaking advantage of the fact that he is immersed in the launch of his fourth album, entitled “Fourth blue”, and that he will see the light on May 30. The organization, in addition, the audience of more than four million followers that Aitana kneads only on Instagram, where it has shared the bag.

“From the first moment we were clear that this product is a declaration of pride, identity, style: the perfect complement“; said Willy Lomana, Cyw co-founder.”And who best to bring it closer to the public that two figures as representative of Spanish culture such as Aitana and Palomo. So our time as international, as Spanish olive oil”

The spot is activated on television and digital. With one medium planningS of NF Media, the campaign will have executions in online media, a landing, social networks and influencers, and external advertising, with traditional, digital, empty, integral marques and a large canvas in a central street in Madrid.
It will have national reach, it will be active throughout the year, with June, September/October and December as key months.
Accentoenlacé He has been in charge of the communication strategy.

Bag design for products

The interprofessional initiative remembers that made by the mayonnaise brand Hellmann’s in September last year. With an idea of ​​Ogilvy United Kingdom, he designed a luxury bag created next to the design firm Chopo Lowen and paraded in London Fashion Week.

Both initiatives are framed in a growing trend based on presenting food products in marketing actions in categories traditionally associated with luxury, such as fashion or cosmetics. The phenomenon has aroused A debate about the association between food, especially with regard to basic articles, and luxury.

Moreover, some users have expressed this in the publication of Oliva oils in Spain. “Recession times are coming when food becomes objects of ostentation”, Says a user.“Turning food into a luxury product or a decorative accessory is dangerous. Foods are essential goods and have to be available to everything”, Says another.