JOLLY CANOLA Oil has a new endorser and a whole new marketing strategy in order to entice consumers to try the “healthiest cooking oil in the market.”
During the launch of host/actress Donita Rose as the brand’s first endorser, it was revealed that FlyAce Corp.’s canola oil underwent rebranding. The product now sports a new name: Jolly Heart Mate Canola Oil.
Zeny L. Prudentino, senior product manager, said in an interview with BusinessWorld, during the Nov. 21 event at Robinsons Galleria, that the company wanted the focus to be on the healthy properties of the oil.
In a press release, FlyAce stated that canola oil “has the lowest saturated fat (BAD FAT) content compared to other cooking oils, and also boasts of high monounsaturated fat (GOOD FAT) content”. It also boasts oleic acid, said to promote better diabetes control; Omega-3 and Omega-6, both of which are said to be good for the heart; and Vitamin A.
Ms. Rose cohosted a GMA Network show in 2014 titled Basta Everyday Happy alongside celebrity chef Pablo “Boy” Logro, and that was when she got the attention of FlyAce.
“She was recommended to us, and I was pleasantly surprised that she really is a good cook,” Ms. Prudentino said.
Ms. Rose will be doing twelve recipes for the brand, and these will be shared using video blog posts on the brand’s Facebook page and on Ms. Rose’s own Web site, donitarose.com. Some of the recipes include “Better Beefy Caldereta” and pancit guisado (stir-fried noodles).
As part of its strategy (which includes TV commercials, print ads, and social media), Jolly Canola Oil is bringing Ms. Rose to provincial mall demos, where she will be cooking onsite using her original dishes. Ms. Prudentino said the tour will visit all major cities in the country, and they had recently concluded a demo in Cebu, weeks before the Galleria event.
The brand has also been touring other companies in partnership with the Philippine Heart Center, in seminars called “Lunch and Learn,” where participants are treated to cooking demos, lunches, and free nutrition counseling, to educate them about shifting to healthier oils. Ms. Prudentino said that they have since visited the Manila City Hall and some call center companies.
“It’s not the most consumed oil in the market — palm oil is the first, followed by coconut — that’s why we’re doing this, because it’s the healthiest…. It’s not [a niche market product]; that’s why we’re telling people that it’s very affordable at P109 per liter — it’s almost the price of any other oil.
“It’s just that using healthy oil isn’t very ingrained in Filipinos, because for them [they are] eating healthy food, but they don’t look at the oil they are using,” she said.
She added that the “Lunch and Learn” project will be a long-term project for the company. — Zsarlene B. Chua