Superstars Neil Perry and Nick Riewoldt headline new campaign for Cobram Estate via Truce Films
Cobram Estate launched its latest slate of TVCs featuring celebrity chef Neil Perry AM, former AFL superstar Nick Riewoldt, dietitian Dr Joanna McMillan and Cobram Estate’s own chief horticulturist Ruth Sutherland.
With the creative concept in mind, the team approached director Bill Irving of Truce Films to bring the vision to life.
Says Irving: “This was a fun, engaging campaign to work on and I was overwhelmed by how genuinely their ambassadors adore the product and what the company stands for. But it makes sense when you see the top-down passion this company has for their brand. That feeling is infectious, and hopefully it comes through in the ads.”
The idea, which originated from Cobram Estate’s in house marketing team, came about over lunch as the team was brainstorming big ideas for the future. They challenged each other to name one single idea or value that embodied Cobram Estate. They couldn’t settle on just one idea or value so they shortlisted four key pillars being quality and taste; health, Australian and family; and sustainability.
Given Cobram Estate’s close ties with Perry, McMillan, Riewoldt and Sutherland, the team matched each person with a pillar to express their genuine relationship and connection to the brand.
Neil Perry represents quality and taste. He exclusively uses Cobram Estate Classic extra virgin olive oil (EVOO) in his restaurant, Margaret, and has partnered with Cobram Estate to create a co-branded Margaret x Cobram Estate Ultra Premium Hojiblanca EVOO.
Says Perry: “It’s one of the best extra virgin olive oils in the world and the only one I use in my restaurant.”
The Health pillar is represented by Dr Joanna McMillan, one of Australia’s favourite and best-known nutrition and lifestyle specialists, who has had a long association with Cobram Estate. Dr Joanna’s expertise in the Mediterranean Diet made her a great fit for the campaign.
AFL all-time record holder for the most marks, and celebrity Masterchef winner, Nick Riewoldt embodies Australian and family. At heart he’s an Aussie dad and family man showing that dads can cook, and Cobram Estate is the only oil he uses for his family and friends.
Says Riewoldt: “It’s a great Aussie product that brings people together.”
No-one says sustainability better than Cobram Estate’s chief horticulturalist, Ruth Sutherland, who oversees every aspect of the trees and is an integral part of Cobram Estate’s sustainability mission.
Says Sutherland: “Every 40 olive trees offset the carbon footprint of one person.”
Cobram Estate’s joint-CEO Leandro Ravetti hopes the new TVC will build awareness of the brand’s quality Extra Virgin Olive Oils: “With this campaign, we wanted to capture the essence of why we are Australia’s most loved and trusted Extra Virgin Olive Oil brand. Our identity spans quality, taste, respect and trust, and being in so many home kitchens across Australia, we wanted to share with everyone what makes us so special and
uniquely Australian.”
Says Riewoldt: “I’ve always loved food. I’ve always been really interested in food. Growing up on the East Coast of Tasmania, I’ve always had a deep respect for good produce, fresh produce, and what you can actually turn that into. The relationship with Cobram Estate feels so authentic because it’s local. There isn’t really anything I cook at home that I don’t use Cobram Extra Virgin Olive Oil in, because you just use it in everything. And particularly with my kids, that’s where I’ve felt like it’s really genuine.”
The new suite of 15s & 30s TVCs will be aired from 18 April. They will be supported by digital and in-store activity across major grocery retailers over the coming months.
Creative concept: Cobram Estate Marketing Team
Head of Sales & Marketing: Brent Crosbie
Marketing Manager: Lissy Byrne-Jones
Production: Truce Films
Head of Production: Michael Ciccone / Elizabeth Rocca
Director: Bill Irving
Media: Hotglue
PR Manager: Pensiri Scott
5 Comments
Dear marketing team your press release shows you don’t have a clue how advertising works – the ads prove it You’re wasting money
How about something like:
“I’ve had daily interactions with food since as long as I can remember”.
Will really speak the ritual of it, and how Cobram Estate can be part of your daily ritual.
In your home. In your pantry or even lathered on your skin like you’re sunbathing in the 70s.
Is this press release a parody? Assuming so, Im saving my eyeballs the trouble of rolling and won’t bother watching.
This paragraph is a beautiful summation of why in-house creative depts often lack the objectivety to do good work – ‘The idea, which originated from Cobram Estate’s in house marketing team, came about over lunch as the team was brainstorming big ideas for the future. They challenged each other to name one single idea or value that embodied Cobram Estate. They couldn’t settle on just one idea or value so they shortlisted four key pillars being quality and taste; health, Australian and family; and sustainability’
Gold. They literally just told everyone “We couldn’t come up with an idea”.