22 April 2022
Cobram Estate’s in house marketing team has created the concept for the brand’s latest TVC featuring celebrity chef Neil Perry AM, former AFL superstar Nick Riewoldt, dietitian Dr Joanna McMillan and Cobram Estate’s own chief horticulturist Ruth Sutherland.
The idea 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 & Taste; Health, Australian & 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 & 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. “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 & 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. “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. “Every 40 olive trees offset the carbon footprint of one person.”
With the creative concept in mind, the team approached Bill Irving of Truce Films to bring the vision to
“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,” says Irving.
Cobram Estate’s joint-CEO Leandro Ravetti hopes the new TVC will build awareness of the brand’s quality Extra Virgin Olive Oils.