Work

When corn oil manufacturers began petitioning FDA for a health claim to rival olive oil’s heart-health benefits, Exponent PR and the North American Olive Oil Association (NAOOA) knew drastic action was needed. The mission was obvious: overpower potential news about corn oil by positioning olive oil as the healthier choice. Exponent mounted an aggressive marketing campaign designed to combat misleading claims, which helped push olive oil sales up 5.5 percent while corn oil volume slid nearly 7 percent.