Bertolli is promoting its Pasta Sauces range with a national TV
campaign through Bartle Bogle Hegarty, due to break on 14 January.
"Grannies" continues Bertolli's Olivio strategy that those who have a
Mediterranean diet live life to the full, whatever their age.
It opens on the Tuscan countryside and follows a truck loaded with ripe
tomatoes, driven by a work boot-clad granny, arriving at the Bertolli
factory. Inside is a pasta sauce-making operation run by a team of
nonagenarian ladies on an industrial scale. They wait as the oldest
granny tastes the sauce. A dash of Bertolli Extra Virgin Oil is added
and she smiles.
Russell Ramsey, the creative director on the Bertolli account at BBH,
said: "The vision of an old-fashioned factory in the middle of Tuscany
has been brought to life beautifully."
Ramsey was assisted by Mark Hunter and Tony McTear at BBH. "Grannies"
was directed by Harold Zwart through Pink Films.
Media planning and buying is by Initiative Media.