Moro launches new campaign focusing on heritage and quality
Conga Foods has today announced the launch of Moro’s new ‘Those who know use Moro’ campaign from February. The campaign communicates Moro’s rich heritage, passion and expertise, and celebrates why “Those who know” great olive oil, use Moro.
The campaign will be fronted by a TVC that offers an insight into the Spanish origins of the brand. It tells a story of premium olive oil creation in Spain, the home of olive oil, to meal creation and enjoyment in Australian homes. It expresses Moro’s dedication to quality and taste and shares with viewers an idea of what is behind Australia’s most consumed olive oil brand. The TVC forms part of a wider integrated campaign and reinforces Moro’s leadership position with the headline ‘Australia pours more Moro than any other olive oil*’.
As part of a multi-million dollar media investment, the campaign spans TV, online catch-up TV, Magazine, OOH and digital. Displayed prominently across screens nationally, the TVC will air during primetime programs across Seven, Nine and Ten networks, as well as an SBS food network sponsorship.
Also included within the marketing campaign is a multi-faceted, influencer and social media program which sees the launch of Moro-driven, consumer facing events; all designed to provide product education and usage inspiration to assist consumers in navigating the category.
Nicolett Butchard, Marketing and Innovation Manager at Moro, said, “With a string of successful new product developments (NPD) in market, now is the right time for Moro to launch a full media calendar. Our campaign is leveraging the strengths of the Moro brand and focusing on what quality means to consumers.”
“To gain a solid understanding of what consumers need from their olive oil, we commissioned a segmentation study which provided us with compelling insights to create a campaign that would best communicate our story,” explained Mrs Butchard.
“What we want to demonstrate with this campaign is our passion is the driving force behind delivering exceptional quality Moro is known for and is the ‘why’ behind everything that we do.
“Once people know our story, once they know the passion, quality and authentic flavour in every bottle of Moro, they know Moro is the only way to go.”
The campaign features the entire Moro range including Moro Tradicional Olive Oil and Moro Delicado Light Taste Olive Oil, but focuses prominently on the Extra Virgin Olive Oil products; Moro Primero Extra Virgin Olive Oil, Moro Frutal Extra Virgin Olive Oil and Moro Intenso Extra Virgin Olive Oil – available at Woolworths and Coles and all good grocery, retail and convenience stores.
To view the Moro 30 sec TVC, please click here.