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Brand Experience: KLP faces trial for Bertolli
Burton's Foods have launched a new Bertolli Savoury Nibbles snack range under licence from Unilever and tasked integrated marketing agency Euro RSCG KLP to create a consumer trial generating activity close to point of purchase. KLP have created a six-week sampling campaign which started on June 14.
The new Bertolli Savoury Nibble range are all baked using Bertolli Extra Virgin Olive Oil and have natural health cues. There are 5 products being sampled; Bruschettine (2 varieties), Focaccine (2 varieties) and Pepite, all baked by hand in Italy and made with locally sourced ingredients. There are 2 sampling teams in 48 Tesco and Sainsbury car parks, giving consumers the chance to trial the products, with the aim of handing out just under 300,000 samples.
Recipe cards will also be handed out to create nutritionally sound recipes using the Bertolli products. The postcard style cards will also include a selection of wines specially chosen to suit each variant.
KLP senior account manager Lucy Barton said: "This campaign succeeds in placing the product in consumers' hands. Also, it extends this interaction by providing them recipe ideas and creating more of a memorable experience."
Further leveraging Bertolli's new savoury nibbles, KLP aims to reach another 12,000 consumers with its stand at the Taste of London show in Regents Park from June 21 to 24.
Jaspal Chada, Marketing Director for Burton's Foods added: "With an added presence at Taste of London, KLP has ensured that our brand values of premium quality food products is further emphasised."
26 June 2007