BBH scoops $50m Bertolli global task
Anglo-Dutch consumer goods giant Unilever has awarded its worldwide Bertolli olive oil brand account to the London and New York offices of Bartle Bogle Hegarty. It is understood that the business could be worth as much as $50m (£34.9m) globally.
LONDON (Brand Republic) - Anglo-Dutch consumer goods giant Unilever has awarded its worldwide Bertolli olive oil brand account to the London and New York offices of Bartle Bogle Hegarty. It is understood that the business could be worth as much as $50m (£34.9m) globally.
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The agency, 49%-owned by B|Com3 Group, won the account after a two-way shootout against the Interpublic Group of Companies-owned McCann-Erickson Worldwide, which had handled the Bertolli account in the US, and Ogilvy & Mather Worldwide, part of the WPP Group.
It is believed to be the first time a worldwide Unilever brand account has been handed to an agency not included on its roster list of larger agencies, although BBH was the incumbent UK agency.
Unilever is aiming to encourage consumers to think of olive oil as they would wine. Like wine, each flavour is designed to complement different foods.
Bertolli comprises a range of five different olive oils of varying intensities -- Delicato to Robusto. The products are due to hit the shelves later this month.
In the UK, the relaunch will be backed by a £3m press campaign that will kick off in May.
The news comes at the same time as Unilever Bestfoods reviews the marketing for its I Can’t Believe It’s Not Butter brand -- part of a £3m campaign that will break later this year.
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