Australian family owned Squeaky Gate Growers Co. may sound like a funny name for olive oil but this brand has a unique and important story within the Australian Olive Oil category and is using home-grown humour through an integrated marketing campaign via Communicado to explain it.
The youngest entrant to the mainstream Australian made Extra Virgin Olive Oil (EVOO) segment, Squeaky Gate Growers Co. is doing things a bit differently in terms of its sourcing model which in turn is the very essence of the new consumer campaign.
Sourcing olive oil from a number of Australian growers, the brand is about supporting the local olive farming industry. Through the nature of its operations, Squeaky Gate Growers Co. partners with the largest number of independent olive oil producers in the country.
Sourcing from growers who may otherwise not have had an opportunity to market their produce, Squeaky Gate Growers Co. is good for the consumer and good for the local industry made up of farmers, packaging suppliers, bottling plants and the broader infrastructure.
Nicole Puhar, brand manager at Conga Foods, the company behind Squeaky Gate Growers Co. commented: “We really believe this is the way it should be. This philosophy has already resonated with consumers who are passionate about the brand and what it represents. That is as much a testament to the Aussies who are supporting us as it is to the quality olive oils we are proud to bring to the market.”
And Puhar is not wrong, Squeaky Gate Growers Co. has become the number two Australian EVOO brand since entering the market in 2014.
Launching September, the face of the brand’s first campaign is Jean Kittson, an Australian writer, actor and comedian, (of The Big Gig, Let the Blood Run Free and Good News Week fame) fronting as a ‘has-been’ cooking show celebrity Kerryn Fogarty making a comeback with some comical and memorable lines.
Puhar said: “Jean came on board and we were thrilled.” says Puhar “while the production of olive oil in Australia is serious business, humour allows our story to be told with personality, granting license to be a bit cheeky and achieve cut through and engagement for our modest budget.”
Central to the campaign idea, is a fictional cooking show aptly named “The Way it Should be” which talks directly to the Squeaky Gate Growers Co. brand proposition; sourcing from farm gate to farm gate and supporting the local industry to bring great quality olive oil to consumers.
Developed from category insights generated through research, the campaign hones in on key themes resonating with Australian consumers. The brand champions simple pleasures, cooking uncomplicated food and being an honest to goodness product.
The campaign coverage includes TV media across the Foxtel network and catch up TV, supported by digital, social media content and amplification, influencer partnerships plus trade activations for what will be a 2 year schedule.
Puhar added: “We think this investment is important for everyone connected to the brand and we could not have made this happen without our consumers’ loyal support and love of our products over the years.”
Squeaky Gate Growers Co. Extra Virgin Olive Oils are available in major supermarkets, independent grocery stores across Australia. The new campaign launched 9th September 2018.
Source: Campaign Brief