// OVER 170 PIECES OF CONSUMER COVERAGE
// 32 MILLION OTS
// 12 TIMES ROI
OBJECTIVE
Use the launch of Filippo Berio’s Spray Oils to spearhead an educational campaign on the benefits of using olive oil as part of a healthy balanced diet.
SOLUTION
A series of one-to-one cookery briefings were set up with leading consumer titles to educate them on olive oil and inspire them to use Filippo Berio as a versatile cooking ingredient in their own recipe development. This was complemented by an olive oil Masterclass with the Guild of Food Writers, targeting leading food nutritionists, as well as a continuous media relations programme of activity including product news, harvest visits to Italy, testing features and seasonal recipes.
RESULTS
The campaign has generated over 170 items of coverage in leading consumer titles over the last 12 months, including a four page feature in Fresh Magazine, a full page in delicious, and a full page in Woman magazine highlighting the versatility of Filippo Berio’s olive oils. This resulted in over 32 million opportunities to see and represents a 12-times return on investment.