VIRTUS OLEI

The promotion of high-quality extra virgin olive oil in us, China and South Korea, is the aim of the 3 year project "virtus olei". The proposed activities focus on increasing awareness of the nutritional, sensory and health benefits of high-quality extra virgin olive oils, in order to increase the value perceived by the final consumer and, therefore, to increase the share market of the product in the target countries.
The communication strategy follows a unique approach in the three target countries, based on the identification of a transversal target group, made up of well-to-do consumers who spend a lot of money and love European and Italian cuisine. They also have a high purchasing power available; they are sensitive to "trends" and to the themes of well-being and healthy nutrition and are inclined to buy high-end premium products. Despite the differences detected in the analysis of the demand and in the description of the target groups, the leverage used in all the target countries was the common sensitivity to beauty, newness, style, pleasure, emotion, and the inclination to social relations that have guided the identification, the planning and the sequence of the activities in the single countries.
Study trips have been considered as common founding elements among the targets, from which to create an experience with a strong emotional content, immediately shared among the influencers of the different countries. The activities in the single countries have been designed and planned so as to facilitate the creation and the diffusion of a viral consumption trend that could reach and influence the community of consumers which is on the same wavelength as influencers’.
The promotion activity through social networks, conducted with systematic pressure, will have the task to feed the product’s stories-telling, also thanks to the useful support of high-class training and socialization events, namely kol labs and vip happy hours, masterclass, etc.