It’s olive oil.
You know what to do with it.

Instead of explaining the product, we leaned into the idea that everybody pretty much knows what olive oil is and what it’s used for.

The world didn’t need us to deliver on a new kale salad recipe.

The campaign ultimately became about confidence. Confidence in the product. Confidence in the audience. Confidence in resisting the modern branding instinct to over-explain everything.

Besides, the body understood olive oil long before marketing departments did.