Cobram Estate
Cobram Estate is a producer of premium extra virgin olive oil. As a global leader in the olive oil industry, Cobram aimed to expand its presence in the U.S. market by establishing a distinctive voice and identity for its California product line. The brand needed to introduce its California EVOO to new audiences while maintaining alignment with its premium positioning and core values of sustainability, quality, and innovation. Targeting foodie-forward parents and taste-conscious Millennials, this project spanned brand expression, experiential and influencer marketing, content creation, and social media strategy.
- Establish Cobram Estate as a leader in the U.S. olive oil market by showcasing the quality and innovation of its California EVOO
- Differentiate Cobram Estate with fresh, noise-cutting campaigns that resonate with modern consumers
- Build an engaged community of loyal brand advocates through experiential marketing and social storytelling
To introduce the California product line, we developed a robust brand expression strategy that brought Cobram Estate’s story to life across multiple touch points. Some noteworthy brand expressions: point-of-sales materials to engage shoppers, shippers and booth displays for an immersive experience, experiential marketing like an EVOO ice cream cart activation, recipe development to show product versatility and a life-size California moss installation.
Cobram Estate’s social media presence was crafted to break free from the conventional imagery and narratives of traditional European olive oil brands. Social became the heartbeat of the brand’s marketing strategy, enabling authentic and memorable connections with its audience. We built a vibrant, engaged community of over 13,000 followers by delivering scroll-stopping content that redefined how olive oil could be portrayed.
Through strategic brand and influencer partnerships, we tapped into aligned audiences, and creative giveaways further boosted brand awareness and engagement. In a standout moment, one of our posts captured Snoop Dogg’s attention, going viral when he shared it with his millions of followers, cementing Cobram Estate’s ability to create culturally relevant, shareable content.
The annual California harvest offered an opportunity to showcase Cobram Estate’s unique “tree-to-bottle in six hours” process and reinforce its premium positioning. We collaborated with influencers to create authentic, shareable content that brought the harvest story to life. Custom branded kits and invitations allowed influencers to experience the harvest firsthand, while the imagery and videos captured on-site became a central part of Cobram’s social media presence.
This activation not only celebrated Cobram’s commitment to quality but also strengthened its connection with followers who craved transparency and authenticity in their food choices. The harvest visuals and stories created a buzz online, reaching new audiences and deepening engagement with existing fans.
We flipped the script on traditional olive oil marketing with a bold, California-inspired social campaign that brought Cobram Estate’s story to life in a fresh, unforgettable way. Collaborating with a rockstar influencer chef and our in-house culinary team, we created recipes that spotlighted the versatility of Cobram’s olive oil, all while featuring local California coastal ingredients.
The highlight? An interactive online map that let users explore recipes tied to each stop of our California road trip, turning the campaign into a digital adventure.
And the results? A $250,000 Sunset Magazine cover feature on just a $10,000 budget. Social content drove engagement, and recipe cards at sampling events connected digital and physical audiences. This campaign didn’t just market olive oil—it made it an experience.
Key Metrics
- Landed the cover of Sunset Magazine and a $250K feature for just $10K, paired with a cobranded giveaway that skyrocketed our social following
- Grew their social following by 11K, driven by engaging content, influencer partnerships, and viral videos, with giveaways amplifying the buzz and boosting organic growth
- Created a visually compelling content library used across digital and physical channels
- Achieved 1 impressions and 500 followers through the Harvest Activation
- Reinforced Cobram Estate’s reputation in the U.S. as a premium, innovative extra virgin olive oil brand
