As one of the world's leading extra virgin olive oil brands, Cobram Estate presented an opportunity to rethink how a legacy product shows up on social media. Rather than focusing on the bottle itself, we shifted the content strategy toward how consumers actually use the product in their everyday lives.

By partnering with cooking creators and integrating recipe-driven UGC into the content mix, we transformed the page into a destination for inspiration, education, and meal ideas. The content became inherently more saveable, shareable, and valuable, creating a stronger reason for audiences to engage with the brand beyond the product alone.

To support this shift, we built a content ecosystem centered around recipes, cooking tips, lifestyle moments, and creator-led storytelling that felt native to social platforms while reinforcing the brand's premium positioning.

12K → 32K followers in 3 months
+166% audience growth

This project reinforced a simple principle: people don't buy products, they buy the lifestyle and outcomes those products enable. By focusing on the moments olive oil belongs in rather than the bottle itself, we unlocked significant growth and engagement.