Bertolli Olivio: Divided we dine, united we dream - IPA Effectiveness Awards Case Study 2002

Brief Description: This case documents how the UK Olivio spread campaign was successfully rolled out for Bertolli spread in three other European markets, taking it from a e40 million to a e100 million brand in just four years. Advertising has been fundamental in building a brand image relevant above and beyond local food culture, by appealing at a deeper emotional level. Sales uplifts attributed to advertising average 65% and production efficiencies of using a single campaign led to savings of ?3million. ;---(TAGS)--- Full Title: 'divided we dine, united we dream' : how the UK campaign for Olivio spread crossed borders against all odds ; Number: 2002/31 ; Brand Name: Olivio ; Bertolli ; Client: Unilever Bestfoods ; IPA_ProductCoding: Food (Yellow fats) ; Agency: BBH ; Author: Helen Firth, Patricia McDonald, Mike Holmes ;