Olive Oils From Spain brought its new U.S. marketing platform, "All in a Drop," to life at Rockefeller Center's Loft & Garden on July 21, drawing nearly 100 chefs, journalists, and culinary influencers to an evening built around sobremesa—the Spanish tradition of lingering at the table long after the meal.
The campaign, developed by Havas Miami, centers on the argument that a single drop of Spanish extra virgin olive oil carries the full terroir of its origin: the soil, climate, and centuries of agricultural tradition behind each variety. Spain produces nearly 50% of the world's olive oil from more than 200 olive varieties grown across 360 million trees, some cultivated for more than 3,000 years.
The Chef's Role
James Beard Award-winning chef and bestselling author Andy Baraghani served as culinary curator for the evening, designing a menu that moved through multiple stations—traditional Corte de Jamón, a Pan con Tomate setup, gildas, and a grand-finale olive oil cake topped with fresh cream, crushed cherries, and a drizzle of Spanish EVOO. The format was deliberately sensory, walking guests through the contrast between bold, peppery Picual oils and the buttery, fruity character of Arbequina. "It was a very good night," Baraghani said of the experience. Teresa Pérez Millán, General Manager of The Spanish Olive Oil Interprofessional, formally welcomed guests and introduced the campaign's hero video at the event.
Why Operators Should Pay Attention
The campaign arrives with a pointed market thesis: industry analysts project the United States will become the world's leading consumer of olive oil by 2030. For foodservice operators and beverage and culinary professionals already navigating ingredient sourcing and menu differentiation, that trajectory points toward growing customer familiarity—and expectation—around EVOO provenance and variety. Highlighting a specific regional oil on a menu or using it as a finishing element is increasingly a point of distinction rather than a niche gesture.
Olive Oils From Spain plans to sustain the platform through 2026 and beyond with culinary experiences, creator collaborations, and digital storytelling aimed at embedding Spanish food culture into American dining habits. For restaurant and hospitality professionals tracking ingredient trends and supplier marketing activity, the campaign signals that the category is investing heavily in trade and consumer education simultaneously—an approach that tends to move the needle on both menu adoption and retail pull-through. The "All in a Drop" positioning is designed to give chefs and operators a ready narrative around provenance, one that translates directly to menu copy and staff training talking points.
Written by Michael Politz, Author of Guide to Restaurant Success: The Proven Process for Starting Any Restaurant Business From Scratch to Success (ISBN: 978-1-119-66896-1), Founder of Food & Beverage Magazine, the leading online magazine and resource in the industry. Designer of the Bluetooth logo and recognized in Entrepreneur Magazine's "Top 40 Under 40" for founding American Wholesale Floral, Politz is also the Co-founder of the Proof Awards and the CPG Awards and a partner in numerous consumer brands across the food and beverage sector.
