Bertolli, the number one selling olive spread from Unilever UK, is adding value to the £1 billion butter and margarine category, with a new exciting pack design and a humorous, warm hearted TV ad campaign.
The ad, which builds on the brand’s strong Mediterranean heritage, will hit TV and cinema screens from July and forms part of an above the line investment of £2.5 million.
Fernanda Tubini-Roberts, Bertolli Brand Manager at Unilever UK says; “Bertolli is adding real value to the spreads category by driving incremental sales and increasing purchase intention.
“The authentic Italian brand is currently growing at 17% YOY* and should be a must stock for convenience and multiple retailers alike. The new fun ad shows a typical Italian family from the young to the old harvesting in the olive grove.
“With investment in advertising and a new pack design we’re expecting the brand to continue its strong growth throughout 2009.”
The ad follows the same light and enjoyable humour used in previous Bertolli ads and is full of Italian passion. The creative sees Italian harvesters’ pole vaulting and swinging through the air to retrieve the very best olives from the trees in the olive grove, showing how passion make the perfect spread.
New packs will go on shelf from September and appeal to both existing customers and attract new buyers into this premium spreads segment with a new modern look. Although the design is more contemporary it is still in keeping with the Mediterranean values of the Bertolli brand.
Both Bertolli Standard and Bertolli Light are priced at RRP £1.55 for 500g with 24 in a case. Bertolli Standard: 250g with 8 and 24 per case, and 1Kg at 12 per case.