Re-Envisioning Filippo Berio Olive Oil.
Shifting Passion Into Seduction
Filippo Berio found itself in an undifferentiated and competitive environment. The olive oil category was no longer considered a “discovery.” A new younger generation of food and healthy eating enthusiasts were being lured by sexy new oils (including avocado, coconut and others). In addition, private labels proliferated, introducing premium offerings. As a result, national brands dropped prices aggressively as they struggled in this environment.
Underlying the category issues, Filippo Berio was lacking a clear and differentiated brand equity.
Being a classic Italian brand and the expert in olive oil was no longer a compelling reason to buy. As a result, marketing efforts were challenged in presenting a compelling and differentiated offering to the consumer. Consequently, Filippo Berio approached us to help re-envision the brand.
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