Australian family owned Squeaky Gate Growers Co. Olive Oil launches its first brand campaign, ‘The Way It Should be’, starring comedian Jean Kittson.
The campaign was developed by Communicado alongside Creative Director, Tom Kearney, to promote Squeaky Gate Growers Co.’s unique brand story.
It also leverages its quirky name and establishes a distinctive brand personality through playful content that differentiates it within the Australian Olive Oil Category.
Conga Foods brand manager Nicole Puhar said: “Our brief to Communicado was to create a campaign that connects the consumer with the brand and triggers positive brand resonance with content that is memorable and engaging.
“Distinguished by its sourcing model, Squeaky Gate Growers Co. supports the local olive farming industry by partnering with the largest number of independent olive oil producers in the country,” says Nicole Puhar.
It was this true-blue, farmer-to-consumer production process that ignited Squeaky Gate’s ‘The Way It Should Be’ brand platform.
“We believe this is the way it should be and Communicado’s campaign concept amplifies this philosophy which already resonates so strongly with consumers who are passionate about the brand and what it represents,” Puhar says.
Communicado account director Eliza Mielczarek says, “As the brand’s first integrated marketing campaign, we felt that in order to create cut-through in a cluttered FMCG market, we really needed to dial up the brand’s personality and create an idea that can extend and grow to build equity.
“With the brand’s quirky name, injecting humour into the campaign made perfect sense. As one of the brand’s key attributes, we saw an opportunity to explore the concept of honesty, as well as having a playful dig at the theatre behind branded content,” says Mielczarek.
To bring it to life, we see behind-the-scenes of a fictional cooking show, aptly named ‘The Way It Should Be’, which champions Squeaky Gate Growers Co.’s brand proposition, sourcing from farm to farm, gate to gate, supporting our local farming industry, to bring great quality Extra Virgin Olive Oil to consumers.
The face of the campaign is Jean Kittson, an Australian writer, actor and comedian, starring as cooking show host, Kerryn Fogarty.
Just like the brand she speaks for, Kerryn is down-to-earth, well-meaning and doesn’t hold back when it comes to voicing the way things should be.
Creative director Tom Kearney said: “The creative opportunity with this project was to find a new, memorable way to resonate with our target audience.
“Landing on ‘The Way It Should Be’ gives Squeaky Gate Growers Co. a rich space to own and play in that speaks directly to their own business model. It provides the brand with a strong, genuine tone of voice that they can build upon well into the future.“
Written and directed by Hooves Director, John Pace, the campaign includes a 30-second TVC which launched 9 September and is supported by two 15 second TVCs as well as a series of 6-second bumper ads and extended social media videos which will be seeded in the coming month.
Media agency, Hatched Media, will drive awareness of the content through a broadcast strategy across the Foxtel network and Catch Up TV, which will be supported by digital, social media content and amplification, influencer partnerships plus trade activations.