St Ivel is taking on Unilever’s Olivio brand with the launch of an olive oil-based spread, Carapelli.
The launch is being backed by a &£3.5m national outdoor and postcard advertising campaign, aimed at professional women aged 25 to 44.
The product is the result of a joint venture between St Ivel and Italian group Carapelli Firenze, which has already launched its extra virgin olive oil in UK supermarkets.
The advertising, which breaks on October 9, will build on the Italian heritage of the brand.
Abbott Mead Vickers.BBDO, which handles advertising for the olive oil, is creating the work for the brand on a project basis. D’Arcy works across St Ivel’s other products.
A St Ivel spokeswoman says: “The olive spread sector has the potential to become bigger by converting olive oil users into olive spread users. We predict the sector will grow by 26 per cent in the year after Carapelli’s launch.”
Carapelli will be available in a 500g carton, on special offer at 99p for eight weeks. Afterwards, it will be priced at &£1.29, close to the price of Olivio.