Olivio: Avoiding the heart of the matter

Dylan Williams

In 1990 the sustained growth in olive oil sales prompted Van den Bergh Foods to launch an olive oil based spread - Olivio.
Agency:Author: Dylan Williams

Olivio: Avoiding the Heart of the Matter

INTRODUCTION

Planning's contribution on Olivio was to provide the brand with a new role within Van den Bergh's portfolio. One that put it at the vanguard of an emerging consumer trend. This was achieved without compromising the company's established brands and in a way that helped Olivio distance itself from own label.

Our strategic reappraisal can be split into three parts:

  1. Understanding changing attitudes toward health by analysis...

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