Cobram Estate is getting fresh with ATime&Place and Half Dome for new integrated campaign
Cobram Estate has partnered with ATime&Place and Half Dome to launch its new national campaign, highlighting the link between freshness and flavour in extra virgin olive oil.
Cobram Estate has launched a new integrated campaign, The Fresher The Better, in collaboration with independent creative agency ATime&Place and media partner Half Dome.
The national campaign, which spans TV, out-of-home, online video, digital and social, aims to educate Australians on the link between olive oil freshness and flavour – starting with the simple reminder that olives are fruit.
“Everyone knows fruit is best when it’s fresh, but not everyone thinks of olives as fruit,” said Charles Baylis, Executive Creative Director, ATime&Place. “Freshness is at the heart of everything Cobram Estate does, and it’s what unlocks the taste and health benefits of their extra virgin olive oil.”
https://vimeo.com/1122704426/994bcb5165
Baylis added the creative direction was driven by simplicity: “Our job was simple – show that when it comes to olive oil, the fresher it is, the better it is.”
The campaign marks the first collaboration between Cobram Estate and ATime&Place since the agency’s appointment, and aims to reinforce Cobram Estate’s position as a leader in Australian extra virgin olive oil.
“Cobram Estate has elevated extra virgin olive oil to a world-class product,” said Adrian Mills, Co-founder and CEO, ATime&Place. “This campaign was about cutting through with a clear idea that shows why freshness matters. It’s a strong start to what we hope is a long and impactful partnership.”
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Will Harms, Co-founder at Half Dome, said the media agency's involvement was driven by a shared passion: “Cobram Estate is a powerhouse Aussie brand with a true family spirit – and a shared love of food. This campaign captures that beautifully.”
The launch follows a series of client wins for ATime&Place, which recently added UniSuper, Mountain Goat, Ventia, and Global Prime to its portfolio.
Campaign credits
- Creative agency: ATime&Place
- CEO: Adrian Mills
- CCO: Matt Lawson
- ECD: Charles Baylis
- Senior Creative: Caity Maloney
- Copywriter: Andy Matthews
- Strategy Director: Sally Denniston
- Group Account Director: Daniel Loukidis
- Account Manager: Jaya Abela
- Executive Producer: Marlese Byfield
- Media agency: Half Dome
- Head of Product: Will Harms
- Client Solutions Director: Sydney Church
- Client Solutions Manager: Molly O’Sullivan
- Production company: samIam
- Director: Benito Martin
- Stylist: Jessica Johnson
- DOP: Caleb Graham
- Post production: Carve & Stitch
- Post Producer: Emily Willis
- Sound studio: Squeak E Clean
- Sound Engineer: Paul Le Couteur
Top image: Campaign still from The Fresher The Better
