{"id":2414,"date":"2026-07-27T07:23:59","date_gmt":"2026-07-27T07:23:59","guid":{"rendered":"https:\/\/paulbrowntranslation.com\/?p=2414"},"modified":"2026-07-27T07:33:12","modified_gmt":"2026-07-27T07:33:12","slug":"spanish-olive-oil-us-campaign","status":"publish","type":"post","link":"https:\/\/paulbrowntranslation.com\/es\/2026\/hispano-luso-report\/spanish-olive-oil-us-campaign\/","title":{"rendered":"Spain&#8217;s Next Trophy in America Comes in a Bottle"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\"><em>Olive oil launches its biggest-ever campaign \u2014 \u20ac22m to conquer the American kitchen, with the World Cup as the springboard<\/em><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>The Hispano-Luso Report<\/strong><\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<p class=\"wp-block-paragraph\">First a World Cup. Then a Massachusetts insurer. Now Spain wants the American kitchen.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">On Tuesday, at the Rockefeller Center in Manhattan, the <strong>Spanish olive oil<\/strong> sector presented &#8216;All in a Drop&#8217; \u2014 its biggest-ever <strong>US campaign<\/strong>: a three-year, \u20ac22 million promotional offensive aimed at the United States, the largest campaign the sector has funded in its history. The timing was not subtle, and nobody pretended otherwise. \u00abThere could be no better moment,\u00bb said Teresa P\u00e9rez, head of the Interprofesional del Aceite de Oliva Espa\u00f1ol, the industry body behind the push, \u00abthan when in Manhattan, in the United States, nobody is talking about anything but Spain.\u00bb<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The Havas-produced campaign film even includes footage of the World Cup final \u2014 the one Spain won on American soil, against, as it happens, Argentina, whose flag carrier featured in yesterday&#8217;s edition. A \u00abhappy coincidence,\u00bb the campaign&#8217;s makers called it, of the kind \u20ac22 million budgets are built to exploit.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">The prize<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">The commercial logic is straightforward and enormous. The United States is on the verge of becoming the world&#8217;s largest consumer of olive oil, overtaking Spain and Italy themselves, with annual consumption already past 400,000 tonnes. It is Spain&#8217;s second-largest export client, a market where Spanish producers have sold as much as \u20ac1 billion in a single year. Set the \u20ac22 million against that: the sector is spending roughly two per cent of a good year&#8217;s American sales to defend \u2014 and grow \u2014 the other ninety-eight. Whoever owns the American palate as it converts to olive oil owns the industry&#8217;s next decade \u2014 and the campaign, which launches on the streets of New York before expanding to Miami, Los Angeles and beyond, is Spain&#8217;s bid for that ownership.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The creative bet is cultural rather than technical: the spot is built around the <em>sobremesa<\/em> \u2014 the untranslatable Spanish institution of lingering at the table after the meal \u2014 with extra virgin olive oil cast as the protagonist of a way of eating, not merely an ingredient. Chef and author Andy Baraghani signs on as campaign ambassador, fronting culinary experiences for the American food commentariat. It is soft power by tasting menu.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">The fight underneath<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Read past the launch-event gloss, though, and this is a counter-offensive, not a victory lap. Spain supplies around 32% of American olive oil imports \u2014 the market leader \u2014 but Spanish sales into the US have fallen more than 21% year on year. P\u00e9rez was unusually frank about the reason: price. Spanish oil has been selling at an average of $5.37 per kilo against $4.01 for Tunisian competition, and in a tariff-shadowed market where every imported bottle carries an extra burden, the gap shows up on the shelf. Cheaper origins are eating into Spanish share at precisely the moment the American market is becoming the biggest prize in the industry.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Hence the strategy underneath the strategy: if Spain cannot win the price war, it must refuse to fight one. \u00abAll in a Drop\u00bb is an attempt to move the contest from the price tag to the label \u2014 to make \u00abSpanish\u00bb mean something in an American supermarket the way \u00abItalian\u00bb long has, justifying the premium rather than apologising for it. Javier Sierra, agriculture counsellor at the Spanish embassy in Washington, put the diagnosis plainly: there is a gap in America between the commercial leadership Spanish companies already hold and the image of Spain, which consumers have not yet fully constructed. <br><br>Spain, in other words, has spent decades as the anonymous supplier inside other countries&#8217; brands \u2014 much of the \u00abItalian\u00bb olive oil in American pantries began in Andalusian groves. The living proof sits in the sector&#8217;s own boardrooms: Deoleo, the C\u00f3rdoba-based group that is the world&#8217;s largest olive oil company, conquered American shelves through the Italian-badged brands it owns \u2014 Bertolli and Carapelli among them \u2014 while its Spanish flagship, Carbonell, remains a stranger to US consumers. Spain won the market by hiding its nationality. The campaign is the attempt to stop selling the commodity and start selling the country.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">The pattern<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Regular readers will recognise the shape of the fortnight. <a href=\"https:\/\/paulbrowntranslation.com\/es\/2026\/hispano-luso-report\/mapfre-safety-insurance-acquisition\/\" data-type=\"link\" data-id=\"https:\/\/paulbrowntranslation.com\/2026\/hispano-luso-report\/mapfre-safety-insurance-acquisition\/\">Mapfre wrote a $1.5 billion cheque for Massachusetts on Thursday<\/a>. Bank of America spent July telling the Spanish press that Spanish champions would begin deploying capital abroad at scale. And now the olive oil sector \u2014 350,000 farming families and the world&#8217;s dominant producer \u2014 commits its largest-ever budget to the same destination. Three very different vehicles, one direction of travel: Spain is spending money <em>in<\/em> America, on American terms, in English.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Whether \u20ac22 million can rebrand a commodity is a fair question \u2014 Italy&#8217;s image lead was built over a century of emigration and restaurant menus, not three years of taxi adverts. But the structural tide helps: American consumption is growing, the health halo around extra virgin olive oil keeps strengthening, and the supplier with a third of the market has more shelf presence to build on than any challenger. The campaign does not need to make Americans buy olive oil. Americans are doing that themselves. It needs only to make them notice whose oil it already is.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">The scoreboard<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">A trophy in the stadium, a trophy on the Nasdaq, and now a three-year campaign for the American table. Spain&#8217;s fortnight in the United States has run from football to finance to food \u2014 and the last of the three may quietly be the largest market of all.<\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<p class=\"wp-block-paragraph\"><em>The Hispano-Luso Report tracks the Iberian and Latin American business stories that anglophone coverage overlooks \u2014 analysed beyond the newswires. Sources: Expansi\u00f3n (Juande Portillo), Interprofesional del Aceite de Oliva Espa\u00f1ol, El Diario NY, \u00d3leo Revista. If someone forwarded you this, you can subscribe below.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Olive oil launches its biggest-ever campaign \u2014 \u20ac22m to conquer the American kitchen, with the World Cup as the springboard The Hispano-Luso Report First a World Cup. Then a Massachusetts insurer. Now Spain wants the American kitchen. On Tuesday, at the Rockefeller Center in Manhattan, the Spanish olive oil sector presented &#8216;All in a Drop&#8217; [&hellip;]<\/p>\n","protected":false},"author":3,"featured_media":2416,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"off","_et_pb_old_content":"","_et_gb_content_width":"","footnotes":""},"categories":[30],"tags":[],"class_list":["post-2414","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-hispano-luso-report"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.1 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Spanish Olive Oil US Campaign: \u20ac22m Chasing a \u20ac1bn Prize<\/title>\n<meta name=\"description\" content=\"Spain&#039;s olive oil sector launches its biggest-ever campaign \u2014 \u20ac22m chasing a \u20ac1bn US market as Tunisia undercuts on price. 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