Australia’s largest and most loved olive oil brand Moro, has today unveiled a new direction for the brand.
Launching this week across TV, outdoor, digital and social, ‘Now add you’ is about celebrating Australian individuality and our collective passion for cooking not only for ourselves, but for each other.
Says Kristen Moxey, marketing manager, Conga Foods: “We know that our brand’s superpower is its exceptional range. It’s a true differentiator with a depth of excellence that can’t be matched. So to be able to have a brand platform like ‘Now add you’ that positions Moro as the oil and vinegar for all our loveable human idiosyncrasies is truly exciting”.
Says Alberta Gunner & Celeste Watson, creatives at SICKDOGWOLFMAN: “This was a really fun opportunity to challenge the well-trodden stereotypes and cliches of the Olive Oil category and bring some personality to what has always been advertising that’s focused on heritage, origin and awards. This campaign celebrates the diversity of people who use Moro every day to bring their own flavour to the kitchen”.
Says Phebe Schmidt, director at Sweetshop: “This job was an absolute blast and I felt very early on that the script played to my strengths as a director. I had the freedom to bring to life a bold visual tone through monochromatic styling, carefully applied across all aspects of the production design – from the interior decorations, choice of kitchen appliances, and all the way through to our character’s wardrobe.”
The campaign is the first piece of the work from Moro by SICKDOGWOLFMAN since they won the business in a competitive pitch with strategic consultancy Untangld, in November 2021.