Using the theme "Olive oil - the taste for life," the TV campaign will build on the success of the press ads launched in October 1996 to position oliveoil as a component of a healthy diet. Over the past few months, sales of olive oil in the U.K. have grown 40%.
Fabio Gencarelli, head of Unit of Directorate-General VI Agriculture at the EC, says of the campaign: "This new television advertising campaign highlights the versatility of olive oil and how it easily can be incorporated into the British diet. We are confident that it will help drive sales of olive oil even further."
Copyright June 1997, Crain Communications Inc.