Cultivating Quality
‘Taste The Good Life’ is the 2025 campaign that we have created for our US international sales and marketing partner, Greenseed, and their Client the Filiera Olivicolo-Olearia Italiana (FOOI), a consortium of Italian Olive Oil suppliers / producers. It is the latest in a series of similar campaigns that we have worked with them on over the past decade.
The role of the campaign is to promote the virtues of European Extra Virgin Olive Oil (EVVO) to North American and Japanese consumers.
Our brief from the FOOI was to focus on the “strict production standards that ensure the quality of EVVO, including product characteristics, production process and environmental benefits”.
Within this, we also needed to increase awareness of the specific EU EVOO quality certification programmes that underpin these olive oil products and make them superior to competitors;
- Protected Designation of Origin (PDO)
- Protected Geographical Indication (PGI)
- Traditional Speciality Guaranteed (TSG)
We had to explain/show how these certifications guarantee quality and excellence, and indicate that the oils bearing these marks can be trusted to both taste wonderful and to reflect the cultures and traditions associated with authentic olive oil production.
Our creative solution was to firstly develop the ‘Taste The Good Life’ theme and a fresh, new identity – a crafted olive tree icon.
We then created a campaign framework, codified by utilising hues of olive green and gold as consistent colourways, and flowing shapes to act as the dividers between copy and photography. The images we chose for the campaign reflect the authentic, hand-picked and nurturing values of the FOOI producers.
We have developed a suite of materials to support the campaign that was launched via their exhibition stand at the New York Fancy Food Show in June 2025. We’ve produced stand banners and panels, the campaign website, leaflets, digital communications materials and even neck-tags for the oil bottles.
The campaign is planned to run in the USA, Canada and Japan over the next three years.
