Pompeian's 'Joy Always Follows' Campaign Wins Award Amid Evolving Olive Oil Market

NEW YORK, NY – November 19, 2025

A Shift Towards Emotional Branding

Pompeian, Inc., America’s leading olive oil brand, has secured the 2025 Netty Award for Best Brand Video for its “Joy Always Follows” campaign, also receiving recognition as a Best Video Ad Campaign honoree. While awards are common in the marketing landscape, this particular win signals a broader trend: a move away from purely promotional advertising toward storytelling that evokes emotion and connects with consumers on a deeper level. The “Joy Always Follows” campaign, centered around the simple pleasure of cooking and sharing meals, exemplifies this shift.

“We’ve seen a real appetite for authenticity,” explains one marketing consultant. “Consumers are bombarded with ads, so brands need to break through the noise by telling genuine stories that resonate with their values.” Pompeian's approach, focusing on the joy of food and togetherness, taps into these sentiments. The campaign’s success underscores the power of emotional branding in a crowded marketplace. While the details of viewership remain undisclosed, the award itself carries weight, potentially enhancing brand credibility and visibility. However, the legitimacy of the award’s criteria remains a topic of discussion, as some question whether the Netty Awards operate as a “pay-to-play” scheme.

The Farmer-Owned Distinction

Beyond the creative execution of the campaign, Pompeian distinguishes itself through its unique ownership structure. The company prominently touts its “farmer-owned” status, a claim that dates back to its origins in 1906. However, the path to this present-day designation is more intricate than it appears. While the company's history includes numerous corporate owners, including the Hoffberger and Devico families, its current structure is heavily influenced by a partnership with DCOOP Group of Spain, the largest olive oil cooperative in the world.

“The farmer-owned model allows us to maintain a direct connection to the source,” says an industry insider. “It's about ensuring quality, traceability, and a commitment to sustainable practices.” The DCOOP partnership provides Pompeian with a reliable supply of high-quality olives and allows it to support farmer communities. In addition to this international partnership, Pompeian also operates its own farm, Sunrise Olive Ranch in California. This blend of global sourcing and domestic production provides a unique advantage in the competitive olive oil market. The company's commitment to its farmer roots serves as a key element of its brand identity, emphasizing authenticity and ethical sourcing.

Navigating a Competitive Landscape

The olive oil market in the United States is characterized by intense competition. Brands like Bertolli, Filippo Berio, and California Olive Ranch vie for market share through a variety of strategies, including heritage marketing, product innovation, and digital advertising. Bertolli, for instance, has focused on highlighting its Italian heritage and emphasizing the connection between food and lifestyle. Filippo Berio, similarly, relies heavily on its Italian roots and has engaged in robust advertising campaigns. California Olive Ranch, on the other hand, differentiates itself by focusing on domestically grown olive oil and emphasizing its commitment to quality and sustainability.

“The competition is fierce,” says a retail analyst. “Brands are constantly trying to find ways to stand out and appeal to increasingly discerning consumers.” Pompeian’s strategy, combining emotional branding with its farmer-owned narrative, appears to be resonating with consumers. However, maintaining a leading position in this competitive landscape requires continuous innovation, effective marketing, and a unwavering commitment to quality. Moreover, navigating recent legal challenges concerning origin claims and labeling practices – issues that have plagued competitors like Bertolli and Filippo Berio – remains crucial for maintaining consumer trust.