Filippo Berio will debut its first new TV creative in over six years tomorrow as part of a £1m marketing campaign.
The campaign travels back to 19th century Tuscany to tell the story of creator Filippo Berio. The first 30-second advert will air on Channel 4 tomorrow evening during the ad break of Heston’s Great British Food.
“We have never really talked about the history and philosophy behind the Filippo Berio brand so this will be a first for us and we are very confident about the investment,” said Lisa Mullins, Filippo Berio’s UK marketing manager.
Mullins said the TV campaign will run until March targeting ABC1 housewives, who have a reach of over 80% of its target audience.
Felippo Berio’s olive oil continues to lead the UK market with sales growth of 4.2% for the 52 weeks ending 12 October [Nielsen].
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