Magazine article Marketing

Olivio Uses Conflict and Passion for 'With Butter' Variant

Magazine article Marketing

Olivio Uses Conflict and Passion for 'With Butter' Variant

Article excerpt

Healthy conflict forms the basis of Olivio's launch ad for its butter-olive oil mix. Emma Reynolds reports

With the launch of a new spread under Van den Bergh Foods' Olivio brand comes another ad depicting frolicking foreign fogies, celebrating the benefits of a healthy Mediterranean diet. The 40-second launch ad for the 'Olivio with Butter' spread, created by Bartle Bogle Hegarty, reaches number two in Adwatch this week with 71% recall.

The 'star-crossed lovers' ad plays on the story of Romeo and Juliet, as two feuding farming households in Verona -- one producing olives, and the other dairy -- bury the hatchet on an age-old grudge when two elderly people, one from each of the feuding families, fall in love and get married.

Helen Firth, senior planner on the account at BBH, explains that they wanted a theme that would convey the conflicting concept of a product that combines the deliciousness of butter with the healthiness of olive oil -- two ingredients that wouldn't normally go together.

Traditionally, Olivio has positioned itself as a healthy alternative to other spreads, so marketing a product containing butter was a new challenge. …

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