COBRAM ESTATE
MAKING EXTRA VIRGIN OLIVE OIL THE HERO OF #FOODTOK
Cooking with culture for Australia’s leading Extra Virgin Olive Oil brand, Cobram Estate.
How do you help a premium brand stand out in the lo-fi, fast-moving world of social media? Cobram Estate wanted to build brand relevance and conquer attention online without compromising its premium brand positioning.
We The People developed a social-first content approach that brought Cobram Estate Extra Virgin Olive Oil into everyday kitchen moments, transforming it from pantry staple to social star.
Our strategy focused on tapping into food trends and audience behaviours across #FoodTok and foodie Instagram, shaping insight-led ideas into engaging, premium content.
From air-fried snacks and dinner party flexes to viral cooking hacks, we created recipes and content that felt at home in the feed while heroing Cobram Estate’s quality credentials.
Our integrated approach, combining creative and paid media under a unified strategy, allowed us to optimise performance in real-time and scale the best-performing content. We also built an active presence across TikTok, Instagram and Facebook, using social listening to inform the next wave of ideas, formats and flavours.
Since launching this approach:
Reach & engagement with the brand on social has tripled.
20,000+ new followers joined Cobram Estate’s channels.
And based on the comments? We’re not just capturing attention - we’re building an active, engaged community
