Concord Sales begins Filippo Berio campaign
Concord Sales has begun a television campaign promoting Filippo Berio olive oil. The campaign, aimed at adults between the ages of 35 and 64, is running on Food Network Canada. The creative focuses on the history of the brand and uses the tagline, "A Heritage of Taste." The marketing program also includes the sponsorship of an "Italian Cooking Marathon" programming block featuring the shows Giada at Home and David Rocco's Dolce Vita. The television component is being supported with English and French magazine ads in Chatelaine, Canadian Living, Coup de Pouce and Madame, as well as the distribution of recipes through retail outlets. The campaign will run until the end of October. "The feedback we have received from consumers has been insightful and indicative of the brand's strong association with heritage and Italy," said Tony Luongo of Concord Sales. "Promoting increased usage and teaching new consumers about olive oil health benefits is our number one priority."