Grey has been appointed to handle the &£2.5m launch advertising for Dairy Crest’s new olive oil spread, Argento.
The product, which is made from olive oil and buttermilk, goes on sal
e this week and will be priced between &£1.29 to &£1.45 for a 500g tub. It has a listing in all the major multiples.
Grey will create a television campaign which will break in September. Below-the-line agency Cord will handle a sampling campaign targeting around 600,000 people.
The market is led by Unilever Bestfoods brand Olivio, which recently started to use Bertolli, its flagship olive oil brand, in its recipe. However, Dairy Crest marketing director Richard Tolley claims the sector has flattened out and says Argento can expand the market by selling the product on its taste.
“People are trying to ‘out-olive oil’ each other. We think people can also be motivated by taste. We feel that Argento complements what is being done and should bring momentum back into the market.”
Dairy Crest Group is the largest dairy food company in the UK. Its other brands include Clover, Cathedral City, Davidstow, FRijj and Yoplait.
Dairy Crest’s media is handled by John Ayling Associates.