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150 Anniversary

Storytelling

The beating heart of the Filippo Berio brand is its unwavering focus on product quality and its rich heritage. This is something their customers know and trust, and it has made Filippo Berio olive oil the best-selling named brand in the UK. However, year on year sales were falling compared to their closest branded competitor and this needed to be addressed. Filippo Berio made it clear to the trade that they are not willing to lower their standards and compromise on quality to cater for price-led promotions. Managing Director Walter Zanre stated that any promotional activity should reinforce the values of the brand: “It has taken 150 years to build this brand and it would take 10 minutes to destroy it.”

“Traditional methods of harvesting olives involved farmers literally shaking the trees”

Story Doing For All

2017 was a special year as it marked 150 years of the Filippo Berio brand. To celebrate the occasion, we wanted to be true to the brand ethos and take consumers on a journey back to the origins and traditions of Filippo Berio. By using native smartphone technology, we created the ‘Shake to win’ game, where players could join the olive harvest by shaking their phones to make the olives fall from the tree. To make this more exciting, players had to pick one of the fallen olives to reveal a prize. The ultimate prize being a trip to Lucca in Tuscany, the home of Filippo Berio. To maintain customer engagement, other Italian inspired prizes were given away daily.

“Players could shake the tree once a day throughout the duration of the promotion to see if they had won a prize. This simple, engaging and original mechanic entertained consumers and made them want to share with friends.”

Story Sharing

The “Shake to win” campaign went live in November 2017 during Tuscany’s harvest period and was only promoted on the Filippo Berio Facebook and Instagram pages. The response was incredible and word of the promotion soon got around.

“Players could shake the tree once a day throughout the duration of the promotion to see if they had won a prize. This simple, engaging and original mechanic entertained consumers and made them want to share with friends.”

Story Success

The “Shake to win” promotion ran for just one month and achieved three times its anticipated performance across all social media metrics. 10% of people (close to 60,000) engaged by clicking, reacting, commenting and sharing. There were 43,245 prize draw entries, representing a 73% increase on targets set. Amazingly, in a time when consumers are more cautious about sharing their data, 41% of players opted to receive future marketing communications and close to 18,000 requested newsletters. (Based on historic data, without this campaign it would have taken Filippo Berio 106 months to attain this many email addresses.) AWARDS: Institute of Promotional Marketing (IPM) Awards: Best creative – Silver award Best consumer engagement in social & direct – Bronze award Best consumer products (food) – Bronze award Best use of small budget – Bronze award

“915,518 media impressions generated, 200% above target”

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