Filippo Berio holds talks with ad agencies

Filippo Berio, the Italian olive oil brand, is talking to a number of agencies about its advertising business.

The brand is understood to be looking to build its share of the olive oil market in the face of increasing competition from other brands, including supermarket own-labels. Advertising is likely to highlight the brand's Italian heritage.

Filippo Berio does not currently have a retained agency and has used agencies in the past on an ad hoc basis.

Filippo Berio products include its bottled olive oil and its Olive Oil Spread, which is produced through a partnership with Matthews Foods. Last year, it launched classic, red and olive pesto pasta sauce variants.

Consumers are increasingly favouring olive oil over vegetable and sunflower oil. Last year, data from TNS revealed that the overall UK cooking oils market grew by 4.2 per cent year on year to £178 million. However, sales of vegetable and sunflower oil were stagnant, with growth attributed to the increasing popularity of olive oil.