Filippo Berio appoints John Ayling ahead of TV assault

Italian olive oil brand Filippo Berio has appointed John Ayling and Associates to handles its £1m media planning and buying business following a pitch against undisclosed agencies.

Incumbent agency Illumination will continue to handle planning and buying for all of the brand’s press campaigns.

The brand plans to launch a national TV campaign following a test in the Meridian region last summer. The ad aimed to associate the family-owned brand with fine food and enjoyment. It previously spent the majority of its advertising budget on press and promotions.

Filippo Berio managing director Walter Zanre says: "TV advertising will play an increasing role in our brand communications, and our appointment of John Ayling reflects this.

The brand predicts that retail sales of olive oil will exceed £150m this summer with penetration levels topping 50% in the UK. It made the forecasts after penetration figures grew by 5% over the past 36 months to 47.6%.

Filippo Berio is the leading brand in the olive oil market. It reported year-on-year value growth of 42.6% and is now worth over £28m in retail sales, according to AC Nielsen figures for the 12 weeks ending March 24.

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