Unilever’s Bertolli Spread, the UK’s leading olive spread, which has a strong Mediterranean heritage, is launching an integrated campaign to increase awareness of its new and improved taste and drive loyalty among core buyers.
Digital and direct agency, Tullo Marshall Warren, has developed the campaign based on the theme ‘Passion makes perfect’.
The campaign will encompass DM and an eCRM programme. Bertolli will target consumers who are conscientious about their health but who love to eat good food. Bertolli spread, made with olive oil, makes it easy for consumers to replace saturated fats, and positively contribute to a healthier diet.
Bertolli will send out 250,000 direct mailpacks and deliver regular emails to consumers driving them to a blog – bertollipassions.co.uk TMW, part of the Creston Group of companies, developed the strategy and creative approach, which takes consumers on a journey to experience the ‘passions’ of the Mediterranean.
To provide added depth and engagement with the target audience, TMW has teamed up with travel/food writer Katie Bishop, who will journey through seven regions of the Mediterranean including France, Spain, Greece and Italy and share her experiences in a blog.
The site with its bold and ‘sunny’ feel aims to capture the healthy, outdoor living associated with life in the Mediterranean. While Katie will share her personal discoveries of local specialities and hidden treasures. In addition, the target audience will also receive a DM pack, which will be sent out at the beginning of July to drive purchase of Bertolli spread and drive awareness of the blog.