Bartle Bogle Hegarty is launching a print campaign for Van den Bergh Foods’ Olivio spread . It will highlight the benefits of a Mediterranean diet, which includes grilled fish, fresh fruit, vegetables and olive oil. Olivio is a vegetable fat spread made with olive oil, which is low in saturates and high in mono-saturates. The advertisements were photographed in Sicily and feature local elderly Italians enjoying active lives. One execution, ‘Chianti’, shows a tough old man with the line: ‘He may be 73, but you wouldn’t want to spill his Chianti.’ Ads will appear in the national press, women’s and health magazines. Media was bought and planned by Initiative.