Olive Oil from Spain

Our 2007 promotional campaign featured a recipe contest with the chance to win a 6-day culinary adventure to Spain. Entrants submited their best recipe by November 24th, 2007. The entries were prepared and judged by a professional panel that chose a winning recipe based on criteria of taste, simplicity, ingredient selection and the use of Olive Oil from Spain. Through the use of print ads, in-store materials, online banners and sponsorship of local tastings and community events thousands discovered the many varieties of Olive Oil from Spain, as well as new and exciting ways to enhance the flavor of any cuisine. For the public relations campaign, the noted food and wine pairing expert Karen MacNeil was the program’s spokesperson. In celebration of fall olive harvest season, Karen developed exclusive recipes showcasing the versatility and range of flavors found in Olive Oils from Spain. Public relations activities included outreach in four cities, Chicago, Dallas, Houston and Philadelphia, to print and broadcast media, a week-long radio promotion in each city, and intimate, invitation-only events where guests participate in a formal olive oil tasting and enjoy samples of Karen MacNeil's recipes. Karen conducted live cooking demonstrations during morning news broadcasts and spoke to the benefits of choosing Olive Oils from Spain.