Encourage trial of Bertolli olive oil spread:- Convincing middle aged women that it is a healthier alternative to butter- By bringing alive the brand essence ‘live younger’Via a low cost mailing.

We had exceptionally high coupon redemption (18%) and the return on investment was equally outstanding. For every pound spent we drove an incremental 31 pence, which was unprecedented. To quote Unilever's key evaluation source across a wide range of FMCG brands investing in direct marketing (dunnhumby - Tesco): "These results represent an exciting day for Unilever, with the first ever campaign to show a positive ROI (in such a short space of time)."

A spoof newspaper.

Inspired by Bertolli’s advertising where an elderly Italian man is surprisingly spritely, we tell entertaining stories associating Bertolli with being youthful and active. Elderly folk (who love eating Bertolli) celebrate 70th wedding anniversaries, go windsurfing and play ‘tug of war’. The obituaries column, as usual, is empty.

References to the joy of eating and cooking with Bertolli are sprinkled throughout, wrapping the product message (and coupon) up in something that’s entertaining, engaging and memorable.A perfect solution for our audience who are avid readers of their own local press…and dream of swapping Teddington for Tuscany.