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Filippo Berio Shake to Win

Filippo Berio celebrates its 150th birthday with ‘Shake to Win’ game

Posted by faye.stammers | 05 December

2017 is a special year for the best-selling, branded olive oil. In business for 150 years, naturally Filippo Berio wanted to celebrate their birthday in style. The campaign centred around winning a trip to the birthplace of Filippo Berio, Lucca, Tuscany and involved customers shaking a virtual tree to make the olives fall, before choosing one olive to reveal if they had won a prize or not. There were over 2,000 other prizes to be won.

Other prizes included magnums of prosecco, Vietri ceramics, Filippo Berio recipe books, oil and vinegar sets and Lavazza coffee machines. 

Enlisting the help of TLC Marketing, Filippo Berio wanted to create an engaging campaign built on heritage, authenticity, quality and tradition. Walter Zanre, Manager Director at Filippo Berio said, “It has taken 150 years to build this brand and it would take 10 minutes to destroy it."

The concept of the promotion was therefore derived from the roots of the brand, where the Filippo Berio story began. Traditional methods of harvesting olives involve farmers literally shaking the tree from which the olives would fall. To coincide with this tradition, TLC Marketing built the 'Shake to win' game. Enabled by internal smartphone technology, gyroscope; users could literally shake their phone which would in turn, shake the tree, causing the olives to fall. Desktop users simply clicked the tree to watch it shake and the olives fall. 

Players would then choose one of the three fallen olives to see if they have won a prize.

Clare Warwick, Account Manager at TLC Marketing, said, “Filippo Berio is steeped in rich history and we've helped to bring that to life through the 'Shake to win' campaign. Going live during harvest period of November, it was promoted only via the Filippo Berio Facebook and Instagram page and has exceeded all targets set."

The campaign went live on the 1st of November 2017, to coincide with olive harvesting season, and ran until the 30th of November 2017. The lucky winner was announced in a Facebook post this morning. 


For press or partnership enquiries please contact, Emma Critchley on 020 7725 6000 or via email emma.critchley@tlcmarketing.com

About Filippo Berio

For over 150 years Filippo Berio Olive Oils have provided culinary inspiration to home cooks across the globe. The ongoing success through the years is no doubt testament to the passion and dedication of Filippo Berio himself, the man who set out in 1835 with a dream to make delicious olive oils worthy of his friends, his family – and his name.

About TLC Marketing UK

TLC Marketing Worldwide is the global leader in loyalty, incentive and reward campaigns, allowing brands to outpace their competition for a fraction of the cost of price led alternatives. TLC Marketing UK are the Institute of Promotional Marketing (IPM) Agency of the Year 2017 and won The Queen’s Award for Enterprise in International Trade 2016. In 2016/17 they won a number of awards for their work with Continental TyresBupaPallas Foods and Braun. Other clients include Eon, HSBC, First Direct and Yakult.


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