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The far-reaching activity represents a significant investment in category growth and includes a new television creative featuring Filippo Berio’s iconic music.
Print ads reaching more than 15 million adults will be published during July, August, and September in targeted food titles and Filippo Berio has also created a pesto recipe book that will be distributed in more than a million Sunday supplements.
Advertising activity will be backed by a national PR campaign featuring the findings of a survey with the popular family website, Mumsnet, regarding children’s favourite meals.
In addition, Filippo Berio will be creating a dedicated area on its website for new recipes using the brand’s range of pesto sauces, as well as creating video content for use on social media and YouTube
Walter Zanre, managing director of Filippo Berio UK, said: “This is an exciting and dynamic campaign that will really push the versatility of Pesto and represents a massive investment in the category as a whole. We are very proud to have maintained a strong shelf presence, despite unprecedented demand throughout the Covid crisis. This strong commercial performance has allowed us to be the only brand now investing in the growth and expansion of this exciting category.”
The Filippo Berio Pesto collection includes Classic and Organic Classic Pesto, Sundried Tomato Pesto, Tomato & Ricotta Pesto and Hot Chilli Pesto, Grilled Vegetable Pesto and Chargrilled Pepper Pesto.
