The Challenge

Italian pasta producer, Bertolli, wanted to raise awareness of the brand as an authentic Italian food producer.

The objective of the campaign was, while promoting Italian cuisine, to increase awareness of the genuine Italian food Bertolli delivers to British consumers.

How it was achieved

To do so, Bertolli partnered with the Observer Food Monthly to create a unique one-off issue, dedicated entirely to everything Italian.

The 52-page OFM ‘Italian Special’ included Italian recipes, coverage of top chefs cooking Italian food, the best Italian delis, ice-cream parlours and restaurants in Britain, as well as key food regions in Italy. Two Bertolli brand ambassadors, Genaro Contaldo and Luciano Pavarotti, were featured.

Bertolli was given front cover branding plus a statement of association. The ad space was dedicated to showcasing of the brand’s wide range of products. In addition, the brand featured pre- and post- promotional ads across the Guardian and the Observer.

The Results

The Italian supplement was very well-received by the readers.

Spontaneous awareness of the Bertolli product range also increased. It had positive impact on brand values. The Bertolli sponsorship activity resulted in a positive increase in the following prompted brand attributes:

Finally, Bertolli’s sponsorship of the magazine also led to a positive increase in claimed future buying intention:

To find new sponsorship opportunities and discover how Webmart can help you with your brand awareness, please either fill out the form below or call 01869 321321 and ask to speak to a consultant.