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
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
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.