Bertolli USA said it will spend $3 million to introduce a new line, Gentile al Palato extra virgin, in what the company called "the largest advertising launch in the olive oil category." A print and spot TV effort, themed "Tradition has a new taste," is aimed at communicating the line's mild but robust taste. Gentile al Palato is Italian for "gentle to the palate," and the line was first introduced in Italy. Bertolli claims its spending on the line will be incremental to its ad outlays for its flagship product, which the company estimated at $6 million to $7 million. Gianettino & Meredith, Short Hills, N.J., handles.
Copyright April 1998, Crain Communications Inc.