Lorraine Williamson
A new Spanish olive oil campaign is turning to fashion and music to reach younger audiences. In a departure from traditional advertising, the campaign harnesses the power of influencers and social media to reposition olive oil as not just a cooking ingredient but a symbol of contemporary Spanish identity.
For centuries, olive oil has played a central role in Spanish life—especially in Andalucia, where it’s found on virtually every table. Yet despite its cultural weight, younger generations are gravitating towards convenience foods and imported trends. This shift has prompted concern within Spain’s olive oil sector, leading to the launch of El Complemento Perfecto (“The Perfect Accessory”).
The campaign’s goal is clear: modernise the image of olive oil and make it relevant to digital-first consumers.
Social media and the influence economy
Consumer habits have changed dramatically in recent years. Platforms like Instagram and TikTok now shape trends, from what people wear to how they eat. The rise of influencers has given brands direct access to niche audiences who value authenticity, relatability, and aesthetic appeal.
In this landscape, the role of the traditional advertisement has diminished. Now, it’s the endorsement of a trusted influencer that often determines whether a product resonates. Young people, in particular, are more likely to buy something if they see it styled into a lifestyle they admire.
Aitana and Palomo: Icons with reach
Recognising this shift, the campaign enlisted designer Palomo Spain and pop star Aitana—two figures with strong connections to Spanish youth culture.
Palomo Spain, known internationally after Beyoncé wore his design in 2017, created an olive-green handbag with a compartment for olive oil. Handmade in Ubrique, a town celebrated for its leather craftsmanship, the bag symbolises the fusion of old-world skill and modern style. It reflects how traditional products can be repackaged in ways that appeal to younger sensibilities.
Aitana, one of Spain’s most followed artists, carried the bag during appearances to promote her latest album, Cuarto Azul. Before the campaign was even announced, the accessory had already sparked conversation online. Fans speculated about its purpose and praised its aesthetic. Once revealed as part of the olive oil promotion, the strategy’s viral success was evident.
Style, substance and cultural relevance
By presenting olive oil as stylish, sustainable and rooted in national identity, the campaign does more than sell a product—it reframes a narrative. It shows that traditional food items can adapt to new contexts and become part of modern lifestyles.
This approach reflects a wider trend in global marketing. Consumers are increasingly drawn to products that align with their values and aesthetics. Influencers, with their ability to personalise and endorse products in visually compelling ways, are now critical to this dynamic.
Spain’s olive oil campaign may serve as a blueprint for other traditional sectors looking to remain relevant. By blending heritage with youth culture, and tradition with digital influence, it demonstrates that even the most iconic products can evolve.
For brands hoping to engage a new generation, the message is clear: meet them where they are—on their screens, in their feeds, and through the voices they trust.
Andalucia leads global olive oil awards at Expoliva 2025