Filippo Berio hires media agency for data-driven ad blitz

Olive oil brand Filippo Berio is planning to use behavioural science and data-driven techniques to re-engage with consumers in a highly-targeted media strategy to help raise awareness of its full range of oils, glazes, vinegars and pestos.

The brand has appointed Mediaplus Group UK division Mediaplus Connect to the brief, which will focus heavily on optimising presence on TV and video, with a strong footprint across digital media.

The first stage of the campaign is set to kick off in August.

The account was previously held by AMS; Mediaplus UK were the only agency asked to pitch.

First launched in 1867 in Lucca, Italy by merchant Filippo Berio, by the late 1800s, he was recognised as a leading olive oil producer in Italy and started exporting to North America.

In the 1900s, Berio formed the Salov Group (Società Anonima Lucchese Olio e Vino) with the aim of setting a standard for quality olive oil production, with his daughter Albertina, playing a key role.

Since 2014, the company has been majority owned by China’s Bright Food, but still has a large production facility in Massarosa, outside Lucca.

The brand is exported worldwide to over 65 countries and claims to be the market leader in both the UK and US.

Filippo Berio UK managing director Walter Zanre said: “We are excited to work with Mediaplus UK, benefiting from their behavioural planning expertise and strategic capabilities, helping us celebrate the versatility of our products, showcasing simple, accessible ways for people to incorporate them into their healthy lifestyles.”

Mediaplus Connect managing partner Antony Forbes-Buckingham added: “Filippo Berio is widely recognised by UK consumers as a symbol of quality in olive oil, and we’re proud to support its growth strategy. By leveraging our expertise in behavioural science and data-driven creative solutions, which combine data with insight, we’re excited to help showcase its exceptional range of products to both new and loyal audiences.”