There’s an abundance of olive oil in Portugal, so much so that people almost take it for granted. Add to this that the market is dominated by two big players that have deeper pockets and communicate heavily. How can a small olive oil producer like Esporão stand out amongst these two giants and make some noise for a product that is ubiquitous in Portugal?
Position Esporão as the category challenger and attack its competitors’ weak spot: Locality. These two big competitors buy olive oil from foreign countries and bottle it as Portuguese olive oil. We think that’s cheating. Esporão olive oil is made in Esporão’s own mill, at our own Estate, in their own country. Unlike their rivals, Esporão can shamelessly say that they’re 100% Portuguese!
This led to a campaign that embraced Esporão’s devotion to doing things in full, not half-measure. With statements such as 100% Local, 100% Organic and 100% Visitable we created a new and youthful way to communicate olive oil in a rather stuffy/dusty category.