Bertolli relauches TV ad
Bertolli, the best-selling olive-based spread from Unilever UK, is re-launching its successful ‘beach scene’ TV ad. The creative will air from July 2013 and take the same format as the original 2006 run.
The ad starts with a male narrator telling viewers that ‘one of the reasons people enjoy life - whatever their age - is a Mediterranean diet’, before the camera sweeps to a group of elderly ladies enjoying appetising food on the beach.
Following this, an attractive male is shown emerging from the sea, covered only by a towel, while the elderly ladies - who are sat at a table in the shade observing him - encourage their pet dog to approach him and tug at the towel, giving onlookers a glimpse of what’s underneath. Catching a quick snap on their camera, the ladies burst into light-hearted laughter, before a packshot of Bertolli appears on screen and the narrator introduces the campaign strapline ‘Enjoy Life, Enjoy Bertolli’.
Kieran Danaher, Brand Manager for Bertolli at Unilever UKcomments: “It’s important for us to communicate the Mediterranean properties of Bertolli, so we’re thrilled to be re-launching our somewhat tongue-in-cheek beach commercial to consumers once again, as it captures the personality of the Bertolli brand perfectly.
“We originally launched this TV ad in 2006 and the majority of our consumers loved it, appealing to shoppers who are looking for a healthy, high quality spread offering. The TVC reinforces Bertolli’s Mediterranean properties, as well as highlighting the brand’s taste credentials and premium positioning as an olive oil spread.”
Worth over £49 million, Bertolli is being supported by £2.5 million marketing spend throughout 2013 which includes the roll outof the D’Oro awards this Summer to find the Best Deli in the country. Support also includes print advertising, digital support, PR support and a link up with BBC Good Food and Olive magazine.
IRI Data May 2013