Leonardo Olive Oil dispels all the myths with the latest campaign

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

The brand is breaking the category dynamics by simplifying the nomenclatures of its variants for the consumers by renaming them. 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.

Furthermore, there are other additions in the pack which will make it easy to identify the right variant of olive oil at the shop floor. Vibrant colors such as red for Cook All™, orange for Just Lite™ and purple for Just Drizzle™ has been used to differentiate the variants on the shelf. A gold embossing has been added to connote that the brand is imported from Italy. The new packaging has enhanced food shots that are appropriate to the usage of the particular variant. Leonardo Olive oil offers the consumers a healthy cooking medium for all types of Indian cooking.

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.

The campaign can be viewed below:

Commenting on this Mr. 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. Being the No.1 olive oil brand in country, 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, Chief Operating Officer - Lowe Lintas, enthusiastically adds, “Leonardo’s brand journey in India has always been centered 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.”  

Leonardo Olive Oil has highest MUFA (75%), is a rich source of Antioxidants and oleic acid. Food cooked in Leonardo Olive Oil absorbs 67% less oil as compared to regular refined oil (as per the study conducted by NABL Accredited Lab). Olive oil is a Heart Plus oil, helps in supplementing metabolism, is a Natural source of Vitamin E and makes one feel light.

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