Cobram Estate, A Time & Place celebrate freshness in first campaign collaboration

AUSTRALIA – Cobram Estate has released its latest campaign, The Fresher The Better, in partnership with creative agency A Time & Place and media agency Half Dome. The campaign celebrates freshness as the key to taste and health in extra virgin olive oil.

The fully integrated national campaign spans TV, OOH, online video, digital, and social, bringing to life the simple truth that olives are fruit — and just like any fruit, the fresher they are, the better they taste.

Executive Creative Director at A Time & Place, Charles Baylis, explains “Everyone knows fruit is best when it’s fresh, but not everyone thinks of olives as fruit. Freshness is at the heart of everything Cobram Estate does and it’s what unlocks the taste and health benefits of their extra virgin olive oil. Our job was simple: show that when it comes to olive oil, the fresher it is, the better it is. We just had to tell this story in a way that was as simple, fresh and vibrant as the oil itself.”

Adrian Mills, Co-Founder and CEO at A Time & Place, adds “Cobram Estate has elevated extra virgin olive oil and has put an Australian-made extra virgin olive oil on the map with a truly world-class product. Our job was to translate that leadership into a campaign idea that could cut through, simplify the story and show why freshness matters.

“Working together on this first campaign has been a great way to begin what we hope will be a long and impactful partnership. It’s also been fantastic to collaborate with Half Dome, whose media expertise has been integral in bringing this idea to market.”

Half Dome Co-Founder, Will Harms, shares “Cobram Estate is a dream client for us. A powerhouse Aussie brand with a true family spirit. The kicker is that it’s also a partnership anchored around a shared love of food, something this campaign captures beautifully. A great start to an exciting journey.”

The appointment of ATime&Place by Cobram Estate marks another win for the independent agency, which has recently added UniSuper, Mountain Goat, Ventia, and Global Prime to its roster.

Campaign Credits
Creative: ATime&Place
CEO: Adrian Mills
CCO: Matt Lawson
ECD: Charles Baylis
Senior Creative: Caity Maloney
Copywriter: Andy Matthews
Strategy Director: Sally Denniston
Group Account Director: Daniel Loukidis
Account Manager: Jaya Abela
Executive Producer: Marlese Byfield

Media: Half Dome
Head of Product: Will Harms
Client Solutions Director: Sydney Church
Client Solutions Manager: Molly O’Sullivan

Production Company: samIam
Executive Producer: Rich Cole
Photographer/Director: Benito Martin
Stylist: Jessica Johnson
Producer: Manuela Leigh
DOP: Caleb Graham

Post Production: Carve & Stitch
Post Producer: Emily Willis

Sound Studio: Squeak E Clean
Sound Engineer: Paul Le Couteur
Executive Producer: Ceri Davies

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