Moro celebrates Australians’ passion for cooking in first work via SICKDOGWOLFMAN

Australian olive oil brand Moro has released a new campaign via SICKDOGWOLFMAN. It is the agency’s first work after it won the brand account in 2021 with strategic consultancy Untangld.

Launching across TV, OOH, digital and social, ‘Now add you’ showcases not only the individual, but also the communal nature of cooking for Australians.

The spot features a dinner party where Moro olive oil is placed at the centre of attention, utilised in various cuisines such as cooking oils or dressings to highlight its versatile function in the diverse Australian food culture.

Marketing manager of Conga Foods, Kristen Moxey, said: “We know that our brand’s superpower is its exceptional range. It’s a true differentiator with a depth of excellence that can’t be matched. So, to be able to have a brand platform like ‘Now add you’ that positions Moro as the oil and vinegar for all our loveable human idiosyncrasies is truly exciting.”

Creatives at SICKDOGWOLFMAN, Alberta Gunner and Celeste Watson, also said that the campaign aims to challenge the cliches of olive oil advertising, focusing on a zest of personality rather than the awards and heritage that’s overplayed in the category.

“This campaign celebrates the diversity of people who use Moro every day to bring their own flavour to the kitchen,” they said.

Director at Sweetshop, Phebe Schmidt, added: “This job was an absolute blast and I felt very early on that the script played to my strengths as a director.

“I had the freedom to bring to life a bold visual tone through monochromatic styling, carefully applied across all aspects of the production design – from the interior decorations, choice of kitchen appliances, and all the way through to our character’s wardrobe.”


Client: Moro

Marketing Manager: Kristen Moxey

Brand Manager: Janice Falzon

Chief Sales and Marketing Officer: Daniel Thompson



Creative Director / Founder: James Orr

Business Director / Founder: Jarrick Lay

Design Director / Founder: Jake Turnbull

Creative: Alberta Gunner

Creative: Celeste Watson

Account Manager: Cat O’Brien

Designer: Rohan Hill


Strategic Partner: UNTANGLD

Co-Founder + Business and Operations Director: Jamal Cassim

Co-Founder + Strategy & Research Director: James Needham


Production Company: Sweetshop

Director: Phebe Schmidt

Managing Director: Edward Pontifex

Executive Producer: Greg Fyson

Producer: Niko Aulich

Producer: Jane Smith

DOP: Sherwin Akbarzadeh

Casting: Nick Hamon Casting

Post Production: Arc Edit

Post Producer: Winnie O’Neill

Editor: Dan Lee

Colourist: Edel Rafferty

Online: Eugene Richards


Sound: Final Sound Sound Engineer: Craig Conway


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