Heritage and expertise helps build buzz for olive oil brand

To celebrate its 150th anniversary, Filippo Berio olive oil launched a yearlong campaign highlighting the story and expertise of the company's founder.

Company
Filippo Berio
Campaign
The First & Last Name in Olive Oil
Agency mix
Bauman Research (research); Colangelo (strategy, creative design, and package design); Zenith (media planning and buying); and Emanate (PR)
In-house team
US office: Dave Scheiber, VP, marketing, and Stephanie Rivera, brand manager. Italy office: Emanuele Siena, director of marketing, and Valentina Duffaut, marketing manager
Budget

$7 million to $9 million

To celebrate its 150th anniversary, Filippo Berio olive oil launched a yearlong campaign highlighting the story and expertise of the company's founder.

The idea for The First & Last Name in Olive Oil initiative, which kicked off in October, came from data collected by Bauman Research revealing consumers recognize Filippo Berio as the only olive oil brand with a first and last name.

To bring the founder to life, the brand dug up historical facts about Berio to share with consumers and media outlets, explains Dave Scheiber, VP of marketing for Filippo Berio.

"We are making sure consumers understand that the brand's credentials in being an olive oil expert were born 150 years ago from this real man who started in this industry at a young age back in the mid-1800s," he explains.

Filippo Berio's PR agency, Emanate, is engaging food, retail, and trade publications to increase recognition about the campaign and the large investment the company is making in its marketing efforts, says Joe DeSalazar, VP at the firm.

On the consumer side, Emanate is working on a Facebook contest that will launch in December, where the brand will ask users to submit tips and ideas on how to use olive oil. The agency is partnering with media outlet Food52 to help promote the contest.

Scheiber says the brand wanted to amp up the prize for the first place winner, so one person will be attending the cooking school Toscana Saporita in Lucca, Italy, for a week. The winners will be announced in January.

Throughout the effort, weekly winners will receive a case of olive oil that will have their face on the newly designed Filippo Berio packaging, rather than the founder's image, to draw attention to the revamped label.

Emanate will also hold consumer and media sampling events in Q1 2014 to showcase some of the brand's new olive oil flavors.

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