Background
When Matthews Foods, the UK’s leading spreads specialist, teamed up with the global olive oil brand Filippo Berio, to develop the £61 million UK olive spreads market, we were asked to help them spread the message.
Solution
Made with the finest quality Filippo Berio olive oil imported from Italy, Filippo Berio Olive Spread had a deliciously distinctive taste. It contained over 50 per cent more olive oil than any other spread, giving it a great flavour and making it “the best olive spread you can buy”.
A consumer press launch was organised and all the leading women’s magazines consumer and food writers were targeted. We also recognised that the launch also had the potential to be a good business press story.
The on-going campaign associated the brand with good taste and PR initiatives included up-market competitions and Italian themed sponsorships.
Brilliant Results
Extensive business press coverage was achieved with a full-page feature in The Times. The launch was reported by The Daily Telegraph and many of the high circulation women’s magazines including Woman.
