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.
Please login with linkedin to commentsqueaky gate
Sustainable soap brand Single Use Ain’t Sexy has been greeted with a huge influx of support after raising over half a million dollars in funding via a crowdfunding campaign. The brand has launched itself into the ‘green economy’ by calling on the Australian public to financially back them and their mission to get Aussies to […]
Queer Artist Ryan James Caruthers has publically slammed software company Unfold after it asked to use the artist’s work for free as part of its Pride Month social media campaign. Caruthers took to Instagram to show screenshots of the conversation he had with Unfold after it asked the artist to share 12 of his images […]
After relaunching in September last year, TWOOBS has become a ‘kinda’ shoe brand by also focusing on making the world a ‘kinder’ place and creating more consumer-conscious shopping. The vegan shoe brand founded by sisters Jess and Stef Dadon changed its marketing approach last year and stopped using social media to push sales the old-fashioned […]
Highly experienced tourism marketer Kelly Ryan has been appointed to lead the marketing efforts at Visit Sunshine Coast (VSC). During the past 12 years, Ryan has supported Canberra’s tourism industry in senior marketing roles, including as director of strategy and insights as well as director of marketing at VisitCanberra. Most recently, Ryan has been working […]
GHO Sydney has developed a new educational platform for Family Planning NSW to help parents and carers of children with disabilities navigate the changes to their bodies, emotions and social interactions. The project, ‘Planet Puberty’, was made possible through funding from the federal government’s Department of Social Services, and was co-designed with people with disability […]
JCDecaux today announced conservation organisation, Bush Heritage Australia, as its major charity partner for 2021. The partnership is part of a series of ‘social impact’ initiatives the business is launching this year, under the banner of JCDecauxHEART. JCDecauxHEART focuses on three areas of social impact: health and mental health, environmental sustainability, and enriching urban communities. […]
Shameless Media’s Michelle Andrews and Zara McDonald’s latest podcast, The Books That Changed My Life, will launch exclusively on LiSTNR on Tuesday, 15 June. Throughout the series Michelle and Zara will talk with guests including Kevin Kwan, Laura Henshaw, Jock Zonfrillo, Susan Carland, Hamish Blake and Delta Goodrem about the books that have had a profound impact […]
In celebration of Pride Month, cult streetwear brand Champion has announced an Australia-and New Zealand-first Pride range, Champions of Pride, and ongoing partnership with the Queer Sporting Alliance. Championing a cause, celebrating community, and aiming to create real change, the capsule collection proudly heroes the Pride colours in a selection of signature Champion tees, iconic […]
Following the successful deployment of BankiFi’s technology platform at The Co-operative Bank in the UK, BankiFi has appointed Lloyd Parata to lead their expansion into the Australian Financial Services market. BankiFi’s technology platform ensures banks remain relevant by offering SMEs an innovative solution to operate their business, whilst avoiding common challenges like late payment. Parata, […]
Mars Wrigley 5 Gum has partnered with Twitch to launch Team CLUTCH, a team of Twitch streamers who will assemble on for three live squad streams tackling popular games like Fortnite while embodying the brand’s ethos of ‘life happens in 5’. This partnership builds on 5 Gum’s 2020 Twitch activation, and is set to create […]