Case Study

Bringing Filippo Berio into More American Kitchens

Category
See how the olive oil brand leveraged Display Advertising to attract more consumers and drive in-store sales at key retailers across the Midwest, Southeast, and Northeast.
3%
THE SALES LIFT OF THE FEATURED OLIVE OIL PRODUCTS FOR THE FIRST FLIGHT
5.8%
THE SALES LIFT OF THE BRAND ITEMS FOR THE SECOND FLIGHT
TESTIMONIAL
With olive oil being such a competitive category, we must have our message reach the right consumers. Working with Valassis and their wealth of data allows us to target these consumers to drive household penetration and trial for our brand in a way that is efficient for our campaign and budget.
Meghan Boyd
Marketing Manager

The Solution

Knowing that Filippo Berio wanted to drive in-store purchases, we recommended running a Display Advertising campaign to get the most out of their marketing. The high-impact, engaging creative used large product images for instant awareness. The strategy included two campaign flights in support of two key retailers.

Using data in our Illumis™ marketing platform, we targeted consumers who grocery shop in stores and use delivery, have young children, and have not purchased Filippo Berio olive oil in the past. We were then able to optimize the campaign in real time based on sales, allowing us to adjust budget and impressions as needed to achieve campaign goals.

The Learning

The combination of the targeting and boldly branded creative drove the success of the campaign. Both flights outperformed benchmarks for sales lift, viewability, and click-throughs.