• Lack of resources:

  The company had already lost a lot of time and money in marketing prior to me joining and the result of all this was a disjointed marketing strategy pushing products instead of value. The advertisement had little emotional connection with the core purpose of the organisation. We needed to bring some feeling back into the marketing execution and emotionally charge the communication.

• Time pressure:

  The time pressure was crucial specially due to an overstock inventory and we needed to support sales to generate more revenue. There was also an imminent opportunity to present to the big retailers as soon as I joined so we needed to get the presentations ready in time.

• Tough retail market to break into:

  The Olive Oil industry was already dominated by two big players and cheap international oil was flooding the Australian market. It would be hard to break into the Coles and Woolies shelves with a new brand and higher priced Organic oil specially at a time when Organic was still new to most Australian and had a reputation of being over-priced.

During my research in the first week, I came across a series of images organised by Mark Kailis showing children running in the olive groves. These images captured the essence of the organic products, I thought. To my surprise this had never been used in any prior campaigns.

I was inspired straight away and the Tagline “Never Compromised” came to my mind. I used the series of images with the Tagline and it complemented perfectly the beautiful design of the olive oil bottles to give a compelling emotional reason for consumers to buy organic olive oil. As Mark was always very busy, I wrapped the finished artwork mounted on some black board in brown paper and placed them with his mail. To my surprise the next morning he was at my door and said to me, “You get it!”