Filippo Berio Olive Oil Launches Largest National Advertising Campaign in 150-Year History
As the $1 billion olive oil retail category continues to experience a period of high growth, Filippo Berio Olive Oil, the leading U.S. brand, is capitalizing on the industry's expansion by asserting itself as the category leader with a new $7-9MM national advertising campaign. Greater recognition of the health benefits of olive oil and the awareness of the Mediterranean diet, of which olive oil is a staple, are just some of the factors contributing to the increase in domestic olive oil consumption. This has led the United States to surpass Greece in the rankings of olive oil consumption - only falling behind Italy and Spain. Filippo Berio's national campaign, launching the first week in October, is the largest consumer marketing investment in the company's 150-year history.
For a century and a half, producing high quality, delicious olive oil based on the principles set forth by their founder - Filippo Berio - has remained the company's sole focus. Filippo Berio grew up in the countryside of Lucca in the Tuscany region of Italy, where Filippo Berio Olive Oil is still produced today. Inspired by the Olive Groves that surrounded him, young Filippo took on the formidable task of making olive oil worthy of some of the most demanding and critical cooks in the world - his neighbors. Filippo devoted himself to becoming a master of his craft, carefully selecting the finest olives and pressing them with exquisite care to produce the most delicious oil, thus earning the reputation as the unquestioned olive oil virtuoso of his time. The new campaign, set to run through September 2014, focuses on bringing this story to life through television, print, and online advertising featuring the new tagline "The First & Last Name in Olive Oil."
"Extensive quantitative and qualitative research revealed that consumers recognized Filippo Berio as the only olive oil brand with two names - signifying that there was an actual person behind the product - but they craved additional historical information on how Filippo established himself as the olive oil expert within his Italian community," said Dave Scheiber, VP Marketing, Filippo Berio Olive Oil. "By bringing our founder's story to the forefront of our campaign we are paying homage to the authenticity, heritage, and craftsmanship that are exclusive to our brand while further solidifying our position as today's olive oil expert in consumers' minds."