Van den Bergh Foods has adopted the theme of a healthy Mediterranean
diet in a new television campaign through Bartle Bogle Hegarty for the
reduced-fat spread, Olivio.
The two TV ads and three press executions target olive oil users with
the message that people living in Mediterranean countries are healthier
and live longer than people in Northern Europe, partly because of their
The first commercial, ‘hand down’, features five generations of the
Gamberini family. In each shot the youngest member of the family is told
that one day the traditional family delicatessen will be theirs. In the
last scene, the patriarch, Signor Gamberini, resides over the family
meal and pretends to pass out as he begins his familiar speech, ‘One day
my sons...’ But just as everyone rushes to his aid, the old man opens
his eyes and bursts out laughing.
The second spot, ‘football’, features a local Italian team playing a
friendly match. A close-up shot freeze-frames the real ages of the
striker, 82, and goalkeeper, 79, suggesting the expected longevity of
‘Hand down’ was written by Bruce Crouch and art directed by Graham
Watson. ‘Football’ was written by Roger Beckett and Andy Smart.
Both films carry a commissioned soundtrack inspired by Italian opera and
were directed by Carl Prechezer and Pete Salmi through Rose Hackney
Media is handled by Van den Bergh’s roster media agency, Initiative