Three line up for Unilever's pounds 3m Bertolli relaunch

Unilever Bestfoods' olive oil brand Bertolli is reviewing its UK

advertising account, held by Bartle Bogle Hegarty.

Three Unilever roster agencies are pitching for the business:

McCann-Erickson, Ogilvy & Mather and BBH.

The Italian olive oil range is set to relaunch in the UK with a pounds 3

million press campaign in May. BBH had been expected to handle the


Unilever is aiming to encourage consumers to think of olive oil as they

would wine. Like wine, each flavour is designed to complement different


Bertolli is relaunching its range of five different olive oils of

varying intensities - 'Delicato' to 'Robusto'. The oils will be sold in

sets or individually in supermarkets.

The products are meant to hit shelves this month. The supporting

campaign includes press ads, in-store recipe leaflets and cross-brand


Unilever is also thought to be discussing sampling opportunities with an

off-licence chain.

The news comes at the same time as Unilever Bestfoods reviews the

marketing strategy for its I Can't Believe It's Not Butter brand - part

of a pounds 3 million campaign for the product thought to occur later

this year.

The news may not affect the incumbent, McCann, which is currently

researching an execution, as the company has stressed that it is not

reviewing its ad account for the brand.

However, Unilever is reportedly in talks with other agencies with a view

to creating a through-the-line strategy for the brand, in case the

McCann ad does not meet with approval in research stages.

The commercial would be the second I Can't Believe It's Not Butter

creative not to feature the brand's talking cow 'personalities'. Last

year, the agency ran an ad featuring a version of The Monkees' song I'm

a Believer. Previously, the cow campaign ran for seven years.

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