AOOA’s ‘Get Drizzling’ Returns with Chef-Led Push to Drive Olive Oil Usage

Why It Matters

By reframing olive oil as a chef’s secret finishing touch, the campaign seeks to expand daily usage, driving category growth and reinforcing health‑focused consumer trends. Its creator‑led, platform‑agnostic approach reflects the evolving media landscape where authentic, bite‑size content drives purchase behavior.

Key Takeaways

• Campaign runs mid‑March to mid‑May 2026
• Chef and creator videos target everyday home cooks
• Focus on finishing drizzle, not just salads
• Funded by Conga Foods, Acesur, Spanish Olive Oil group
• Aims to boost Australian olive‑oil category growth

Pulse Analysis

Australia’s olive‑oil market has been growing steadily, buoyed by consumer interest in Mediterranean diets and heart‑healthy fats. Yet usage remains confined to salads and bread dipping, leaving a sizable opportunity for everyday cooking applications. The ‘Get Drizzling’ campaign arrives at a moment when Australians are increasingly experimenting with home‑cooked meals, making a targeted push to embed olive oil as a finishing ingredient both timely and potentially lucrative for the sector.

The campaign’s strategy reflects a broader shift toward social‑first, creator‑driven marketing. By leveraging short‑form video formats on TikTok, Instagram Reels, and YouTube Shorts, AOOA taps into the platforms where modern home cooks discover recipes and cooking tips. Partnering with respected chefs and relatable food creators adds credibility, while the custom kitchen‑soundtrack and visually appealing drizzle shots create shareable moments that can amplify reach without heavy reliance on traditional TV or print advertising.

If successful, the initiative could reshape consumer habits, turning the drizzle into a routine step akin to seasoning with salt. Increased frequency of olive‑oil use would likely translate into higher sales volumes for both domestic producers and importers, reinforcing the category’s growth trajectory. Moreover, the campaign sets a precedent for other commodity sectors seeking to modernise their image through authentic, bite‑size storytelling that aligns with health trends and the digital consumption habits of today’s shoppers.