‘Get Drizzling’ is the central theme of a new campaign launched in Australia by the Australian Olive Oil Association (AOOA), a trade group.
The campaign aims to reignite Australian consumers’ interest in using olive oil, as rising prices in recent years have impacted consumption in the country. The initiative focuses on how a drizzle of high-quality xtra virgin olive oil before serving can add flavor and aroma to dishes.
The ‘Get Drizzling’ campaign is a continuation of a similar digital campaign launched in 2023, which drew attention on social media.
Some of Australia’s most influential tastemakers, such as celebrity chef Khanh Ong, have teamed up with ΑΟΟΑ to inspire consumers to start drizzling.
The campaign is also producer and brand-agnostic, aiming to promote all gardes of olive oil.
“The campaign is unique in that it’s not promoting specific brands or origin of oil; it is a celebration of the whole category of olive oil,” said Jan Jacklin, the AOOA’s general manager.
According to AOOA, the campaign comes at an important time for the Australian olive oil industry.
“Last year, olive oil prices hit a record high and we saw consumers leave the category because of cost-of-living pressures,” said David Valmorbida, president of the AOOA.
“This year, prices are falling, so it’s the perfect time to promote olive oil and remind consumers of the flavor that a drizzle of extra virgin olive oil offers,” he added.
On average, Australia produces around 20,000 metric tons each year, while more than 32,000 tons of olive oil are imported to meet domestic demand, mainly from the European Union.
The average consumption of olive oil in the country hovers around 50,000 tons per annum, which translates to a per capita consumption of approximately 1.92 kilograms.
In 2024, however, per capita consumption of olive oil in the country declined, reaching approximately 1.28 kilograms.
In that year, olive oil prices in Australia rose by almost 20 percent, reaching A$25 (€14) for a liter of extra virgin olive oil.
The main drivers of the price surge were high production costs and unfavorable growing conditions, such as inclement weather and the manifestation of olive pests, which put pressure on the industry.
Furthermore, imported extra virgin olive oil in Australia became more expensive than locally produced extra virgin olive oil, reversing a long-standing characteristic of the Australian market. More