Bertolli: Making olive oil famous in Thailand

Olive oil brand Bertolli used an integrated online and offline campaign in the first olive oil brand campaign in Thailand.

Campaign details

Advertiser: UnileverBrand: BertolliAgency: Hill & Knowlton StrategiesCountry: Thailand

The brief

H+K Thailand was tasked to launch the world's first olive oil category campaign in Thailand and secure Bertolli's position as market leader.

The situation

Olive oil represents less than 1% of Thailand's edible oil market.

  • The edible oil market is abundant with competitors, particularly those that are locally-grown, and priced at an average of 4x cheaper. Have been used almost exclusively in Thai cuisine for generations.
  • There is a longstanding belief among Thai consumers that olive oil cannot be utilized for...

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