Goûtez l’EXTRAordinaire : les huiles d’olive et olives AOP, authenticité et excellence

The French olive oil and olive sectors have come together within their inter-professional association, France Olive, to promote European quality schemes, particularly the Protected Designation of Origin (PDO). These two sectors share a common history and culture, as well as the same producers, processors, and marketers.

Quality products remain relatively unknown within the olive oil and olive sector, which presents a challenge for these industries. To promote the PDO label and raise public awareness about the commitments it entails, a three-year communication campaign has been proposed.

This campaign, which runs over three years, aims to strengthen awareness of the PDO label and to educate consumers about its core values: certified origin, traceability, typicity, diversity, quality, traditional know-how, and sustainability. The diversity of PDO products featured in this campaign will showcase the richness of Europe’s agricultural heritage, its wide variety of flavors, and the importance of preserving and promoting it. The campaign also has an educational component, informing consumers about the official guarantees provided by these quality schemes—guarantees of trust and traceability.

The program targets three categories of consumers (affluent professionals (CSP+), young adults, and olive oil users not yet familiar with PDOs), and also includes key influencers such as journalists, content creators, and specialized buyers. Planned actions include a digital strategy (website, social media, advertising), press relations, educational tools (recipes, videos, infographics), and immersive events (tastings, cooking workshops).

By promoting PDO products, the program supports the French and European olive-growing sector, while also encouraging responsible and sustainable consumption.