EC backs olive oil campaign

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LONDON - A new TV campaign aimed at encouraging olive oil consumption breaks in June in the U.K. as part of a $32m pan-European program financed by the European Community (EC). The spot was created by Arks Advertising in Dublin.

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.

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