Filippo Berio is launching its largest-ever ad campaign to ride the wave of increasing olive oil consumption in the U.S. (Up 6% yearly over the past two decades.) According to its research, consumers crave historical information about how Filippo established his brand. Yes, there really is a Filippo, and the television commercial will take us back to 1867 to meet him, while the new bottle design will feature his photo and signature; a move the company says increases trustworthiness. (Lukovitz, 2013)
So what do you think? Is this an effective strategy? Will it make consumers want to buy Filippo Berio Olive Oil? Does it make you want to?