Olivio: Learning to enjoy life with retailer brands

Originally launched in 1991, the reduced fat olive oil spread was re-launched in 1996, looking in particular for ways to combat the competition from the own label brands. Using TV and press the campaign looked at the positive aspects of the brand and stressed in particular the health aspects. The outcome in the first year of re-launch was a 53% sales increase, with an increase in price premium. By 1997 the own label market leader had been displaced, proving that own label purchasers had chosen to trade up. Result was successful approach was used for further advertising and particularly when launching the product internationally