Unilever's Social and Digital Media Strategy Defends the Dominance of its Bertolli Frozen Food Range

Reporting from an IAB-sponsored session on Branded Entertainment at 2010 Advertising Week, Warc's US editor Geoffrey Precourt covers a presentation about a social-media-centric campaign for Bertolli, the upmarket frozen Italian meal brand owned by Unilever.

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...

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