Unilever's Social and Digital Media Strategy Defends the Dominance of its Bertolli Frozen Food Range
Geoffrey PrecourtWarc
It's the stuff of a marketer's dream: A position so strong in the marketplace that almost any advertising in the category - including from a prime competitor - works to their brand-building advantage.
That's the situation which Unilever has won for itself via a social-media-centric campaign for its upmarket Italian range of Bertolli frozen meals, at the expense of arch-rival Nestlé's Buitoni brand."We own the authentic Italian position," Gaston Vaneri, Unilever's marketing director/frozen foods, told the audience of an IAB-sponsored "Branded...