Wednesday 27 May 2020 - Director LUIGI CARICATO -

log in - register - advertising - donate

society > editorial

Rock star treatment for olive oil

Luigi Caricato

There’s a lot more to advertising than thinking up a slogan and filling a blank space. It’s the search for someone to interact with, someone who’s ready to understand what is special about us, about what we do or what we make. 

If advertising were merely a slogan, it would be seductive and appealing in itself, but not fully effective at getting across themessage. 

Rather than being just one of the many communications possible, the promotional aspect is themessage, thecommunication we want to be concentrating on, that we want to get across to a specific audience – not just to anyone out there, but a message with a clear logic behind it. 

In order to achieve concrete results, there needs to be planning, which needs to be properly designed and structured over time. There can be no room left for improvisation. Everything needs to be planned.

The world of olive oil very rarely takes up advertising space. Even when it does, it often does so poorly, without using the right tone, without speaking directly to the most appropriate person in the most opportune fashion.

The olive oil sector gets stuck in the past and in tradition, because it doesn’t actually know what, how and when to communicate. It doesn’t have any genuine innovations to impart, but instead comes out with a series of truisms, without managing to find a new form of expression to recreate or breathe new life into a raw material that is in itself ancient and yet also marginalized and peripheral, less attractive than a broader, more complex food-related project.

Other foodstuffs, especially those which can be combined with each other, are far more appealing. All their complexity – and the charm which derives from that – is clear to behold. Someone needs to come up with something original, to start occupying spaces, even alternative ones, making a clean break with the past, in unusual and novel ways.

Advertising space doesn’t just need to be purchased, but rather created using our imagination and a methodical study of the context in which we are working, studying the audience we want to talk to. If the spaces are going to be efficiently occupied, with the right words, the right images, we need to regard them as an extension of our own identity. 

When it comes down to it, we advertise what we are, the fruit of who we are and what we do, a concrete expression of what we produce. Advertising bases itself on something concrete, and if what is behind it is little more than an empty shell, then there is no way to achieve one’s aims.

Having said that, there are some successful case studies, though it has to be said that many olive oil producers give little credence to advertising, turning their noses up at it, sometimes even refusing it outright, wrongly regarding it as non-essential, a minor balance sheet item. And then when they do finally get round to doing it, they sound unconvincing, because they’d been reluctant right from the start. 

But olive oil needs to come out into the open, break with routine, make people’s acquaintance, get them to understand, perceive and experience it from an alternative standpoint. 

If we can think outside the box, olive oil can become a rock star, but we need an Andy Warhol to rip up those clichéd images, fossilized in a tradition that carries on repeating itself from one year to the next, like a tired old uncle.

The editorial signed by Luigi Caricato is an excerpt from the sixth issue of the quarterly paper magazine OOF International MagazineBuy the fifth issue of the magazine or subscribe HERE.



Luigi Caricato - 06-01-2019 - All rights reserved

Antico Borgo, the scent and flavours of the Frantoio, Moraiolo and Leccino trine

Antico Borgo, the scent and flavours of the Frantoio, Moraiolo and Leccino trine

A Tuscan PGI oil made by Terre dell’Etruria, a farming cooperative society that has invested all it has on its members, expertly helping and guiding them towards quality and success. The most impressive features of this extra virgin oil, flavour apart, are its remarkable quality/price ratio and extraordinary yield > Luigi Caricato

Signature recipe: Chocolate bread pudding with evoo

Signature recipe: Chocolate bread pudding with evoo

Marisa Iocco, chef and owner of Spiga Ristorante in Boston, offers us a typically American dessert, very popular and now considered so familiar that it cannot be taken off the menu, as much as it is required. The same dessert was proposed during the communication and training project held at the end of 2019 in Boston, Providence and New York, organized by the quality consortia of extra virgin olive oils Ceq Italia and, for Spain, by QvExtra! with the support of the European Union.

Olio Turri's blog, a happy exception

Olio Turri's blog, a happy exception

Very few oil producers run blogs. Turri's, with its minimalistic design, is both simple and elegant. It is also available in English: posts are published at regular intervals and dispatched through newsletters > Luigi Caricato


The art of healthy eating

The fruit of tradition, care and a passion for quality. Our story starts here, in Puglia. The beating heart of the Mediterranean Sea. This is the birthplace of our oil-making art, an art that has always considered olives as a living body. Video Spot Corporate by Masseria di Sant'Eramo