Olive oil isn't just from Italy anymore.

The article focuses on an advertising campaign designed to inform the U.S. public that almost 85% of the world's olive oil comes from the Andalucia region of Spain. Machado Garcia-Serra Publicidad, an advertising agency based in Miami, Florida launched a $2 million South Florida test aimed at the general market as well as Hispanics in January 2004 with television, radio and print advertisements, public relations and product tastings. The advertising campaign tagline is "Made from the best olives on earth." Advertisements start "I have a confession to make ..." as unlikely characters, from chefs to Italians making fettucine, reveal that they really use olive oil from Andalucia and not Italy. Extenda, Andalucia's trade promotion agency, and Spain's olive oil producers have made a three-year commitment to the U.S. promotion, which will launch next in Los Angeles, California; Chicago, Illinois and New York. The first efforts to promote Andalucia's olive oil are in the U.S., but a campaign will be developed next for China and Japan. In the U.S., advertising spending will increase by 50% to 75% each year as the effort to persuade people in the U.S. to choose Andalucia rather than Italy when they buy olive oil becomes more national.