1. RCI_33481_37
Case study
Bertolli
The challenge The creative agency, BBH
collaborated with OFM every
The Bertolli brand is all
step of the way, ensuring that
about ‘knowing how to live’
Observer Food Monthly Italy
a Mediterranean way of life
was a success, with readers
that, for hundreds of years, has
whilst achieving the brand
benefited the people who live
objectives. The Mafia front cover,
according to it. Bertolli targets
for example, pushed the brands
people who love food and feel it
boundaries (from a Tuscan,
plays an important part in their
outdoor idyll) in a positive,
lives; they aspire to the Italian
innovative and exciting way that
way of living and probably
had not been considered by the
already have a passion for
client or BBH before.
Italian food and travel.
As part of the package Bertolli
The main campaign objective
were given front cover branding
was to raise awareness of Bertolli
plus a statement of association.
as an authentic Italian food
All ad sites, including the cover
brand that encompasses many
sites, within the Italian Special
products not just a spread.
were made available to Bertolli
and three advertisement
The idea promotions allowed Bertolli to
Observer Food Monthly (OFM)
showcase different products
was the natural home for the
within its range. 5,000 run-ons
project. It was the perfect
of the supplement were also
platform from which to increase
supplied to Bertolli for their own
Bertolli’s foodie and authentic
promotional purposes.
credentials and to talk as a brand
rather than individual products. Bertolli branded pre and
post promotional ads across
The aim was to raise awareness of The big idea was something that
Guardian and Observer products
had not been done before with
Bertolli as an authentic Italian food Observer Food Monthly –
supported the supplement and
The Observer editor was so
brand that encompasses many a one off themed issue devoted
pleased with the special that
entirely to Italy and sponsored
products not just a spread. by Bertolli.
it was trailed on the masthead
of The Observer on the day of
publication.
The execution
The 52-page Observer Food
Magazine ‘Italian Special’ was
written by The Observer and
sponsored by Bertolli. The
editorial included Italian recipes;
coverage of top chefs renowned
for cooking Italian food; the best
Italian delis, ice-cream parlours,
pasta joints and restaurants
in Britain; key food regions of
Italy; a feature on Florence and
much more. Two of Bertolli’s
ambassadors, Genaro Contaldo
and Lucianno Pavarotti, were
also featured.
With respect to the latter, readers
were offered the opportunity to
win tickets to a Pavarotti concert
and gala dinner at Leeds Castle. ≥

2. Case study
Bertolli
ª
I think the end result could only have been The results It led to an increase in purchase
consideration:
achieved with close collaboration. The The Observer Food Monthly
Italy Special was an incredibly • Bertolli’s sponsorship of the
partnership of creative agency and newspaper OFMIS also led to a positive
successful project. The research
challenged all parties to work in a different way. supplied demonstrable increase in claimed future
Mark Boyd, Director of Content, BBH evidence that Bertolli’s original buying intention:
brand objectives were not just - Olive oil: 23% uplift
º
achieved but surpassed. - Spread: 18% uplift
The supplement was
well-received:
• 73% of respondents read or
looked at the OFMIS
• 89% of respondents
stated that they found the
supplement interesting
• 89% perceived the quality of
the content to be good
• 30% of readers kept their
copy of the supplement
• 78% of respondents said that
Bertolli’s sponsorship of OFM
was a good fit for Bertolli
It led to an increase in
awareness of Bertolli brand,
advertising and product range:
• Spontaneous awareness of
the Bertolli brand increased
by 132%
• Spontaneous awareness
of Bertolli’s advertising
increased by 142%
• Spontaneous awareness of
the Bertolli product range
also increased
It had a positive impact on
brand values:
• The Bertolli sponsorship
activity resulted in a positive
increase in the following
prompted brand attributes:
• ‘Is an Italian brand’
18% uplift
• ‘Has products that are really
For more information made in Italy’ 14% uplift
guardian.co.uk/ • ‘Makes products with
advertising/sponsorship genuine fresh ingredients’
To submit a brief 18% uplift
to Guardian brand • ‘Is a timeless brand’ 13%
partnerships click here uplift