It’s good fat, baby.

Olive oil has a tendency to be earnest.

The category often speaks in a language of purity, provenance, and tradition. Sun-drenched groves. Family heritage. Reverence bordering on some false sense of spiritual obligation.

And while some of that is genuine, it also felt slightly homogenous.

Rather than pretend that the performative nature of brands didn’t exist, the strategy here was to be overly performative. The goal was to be sincere within our own satire.

This was about bringing the modern consumer in on the joke.

The category took itself seriously.
We took the consumer seriously instead.