Campaign: Adopt an Olive Tree
Client: Nudo Italia
PR team: ING Media
Timescale: July-December 2011
- To increase awareness, loyalty and online sales of the Nudo brand
- To educate consumers about the Nudo brand, primarily Christmas gift offers
- To establish Nudo as a must-try brand.
STRATEGY AND PLAN
ING Media created a series of media stories to promote Nudo in the consumer and trade media. This included a press visit to Italy during the olive oil harvest and recipe creation with accompanying photography to showcase Nudo Olive Oils. The PR team secured a partnership with patissier Will Torrent, who ran a Q&A session on the @NudoItaliaUK Twitter feed for National Baking Week in October.
MEASUREMENT AND EVALUATION
The campaign generated more than 100 pieces of coverage including in The Independent, Daily Express, Vogue and Tatler.
Celebrity endorsement included John Torode in the Daily Mail Weekend magazine and Gizzi Erskine via Twitter.
During the campaign, Nudo saw increases of 38.2 per cent in Adopt an Olive Tree gift sets and 30.7 per cent in year-on-year online UK sales compared with the same period in 2010. Prominent national coverage during the weekend of 3-5 December triggered a 75 per cent jump in UK sales.