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Leonardo Olive Oil says, “Indian foods have hots for olive oil”

Conceptualised by Lowe Lintas, the campaign creates awareness for the right use of each variant of the brand and breaks the myths associated with it. The new packaging has user-friendly names for each of its variants

Olive oil brand Leonardo has unveiled its new campaign, ‘Indian foods have hots for olive oil’, which creates awareness among consumers regarding the usage of olive oil in daily Indian cooking. The campaign dispels the various myths around olive oil by creating awareness about the variants of olive oil with their usage. The new campaign follows the recent packaging re-launch by the brand.

The new consumer-friendly packaging connects the variants with its usage, thereby creating a revolution in facilitating knowledge-based decision at the shop floor. The new names of Leonardo Olive Oil variants are Cook All™ for Pomace, which is meant for all kinds of Indian cooking, including deep frying, Just Lite™ for extra light for day-to-day Indian cooking, excluding deep frying, and Just Drizzle™ for Extra Virgin for dips and salad dressings. This initiative will help the consumers to have a clearer comprehension on each variant and their usage. A first in the category, this step is expected to go a long way in ensuring deeper penetration.

There are other additions in the pack – vibrant colours such as red for Cook All™, orange for Just Lite™ and purple for Just Drizzle™. These have been used to differentiate the variants. A gold embossing has been added to connote that the brand is imported from Italy.

The campaign encompasses print inserts in leading dailies across India and will be supplemented with digital content in the form of posts and animated videos through the brand’s social media platforms. At the shop level, POSMs will be established in both general and modern trade along with the presence of banners in major e-commerce platforms.

Deoki Muchhal, Managing Director, Cargill’s food business in India said, “Leonardo Olive Oil has done a deep dive with the consumers to gain an understanding of the key triggers, motivators and barriers of usage. The major takeaway was that the olive oil category is complicated especially the usage of its different variants is not very clear in consumers’ minds. This leads to the consumer being confused, hence hindering the category growth. With this campaign, our efforts has been in sync with creating awareness for the right use of each variant of the brand and breaking the myths associated with it. With the launch of new packaging, Leonardo Olive Oil has user-friendly names for each of its variants to propagate right decision-making. This step is expected to increase the consumption of olive oil in Indian cooking.”

Naveen Gaur

Naveen Gaur, Chief Operating Officer, Lowe Lintas, said, “Leonardo’s brand journey in India has always been centred around creating awareness about the versatile usage of olive oil in Indian kitchens. Our present campaign is an extension along this path where we break the myth that olive oil cannot be used for Indian cooking. Using the variant best suited for different types of cooking needs like frying, day-to-day cooking and dressing, it is possible to reap the numerous health benefits of this versatile oil. The campaign is vibrant and at the same time educative of the usages of the variants helping consumers to understand the product and its benefits.”  

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