The leading olive oil brand partnered with the popular chef to promote olive oil, healthy food and a laid-back Italian lifestyle.
Bertolli, the world’s leading olive oil brand by sales, has announced a partnership with Italian-American chef Laura Vitale, star of the YouTube cooking show “Laura in the Kitchen” to highlight its commitment to quality while playing up its authenticity and Italian heritage.
A household name in Italy with a large presence in American supermarkets, Bertolli will use its collaboration with the social-media celebrity to focus on cooking and living well with Bertolli through recipes, nutrition and la dolce vita (“The Sweet Life”). Coinciding with the new partnership, Bertolli has also rolled out a new bottle design for its extra virgin olive oil.
“We’re excited to partner with Laura, whose reputation for effortless yet delicious Italian cooking aligns perfectly with our new brand vision that pays homage to Bertolli’s history while highlighting the value of authenticity and simplicity for better living,” Glenn Hartman, the chief executive officer at Deoleo North America, said in a statement. “Sleek and sophisticated imagery, as well as simple messaging on the new bottle illustrate the brand’s artisanal pedigree, the legacy of Francesco Bertolli and our commitment to quality.”
Naples-born Vitale, who immigrated to the U.S. at age 12, developed a love of Italian cooking from her grandmother as a teenager. Known for her easy approach to food, she has more than 2 million YouTube subscribers. She is the author of the cookbook, “Laura in the Kitchen: Favorite Italian-American Recipes Made Easy” (Potter/Ten Speed/Harmony).
“The heart of the home is in the kitchen. Cooking should be about simplicity, food pleasure and good vibes, as well as choosing the right healthy ingredients to help live a better life,” said Vitale. “I’m honored to partner with Bertolli Olive Oil, a trusted brand I grew up cooking with and use to this day. I share many commonalities with the brand, including a belief that cooking connects you to a person, like my grandmother, or place, like Italy, and that having an Italian enthusiasm and passion for living well comes through in simple cooking with quality ingredients.”
Bertolli’s new bottle, designed by packaging firm Stranger and Stranger, features an oval shape that represents the plazas in the heart of Lucca, the walled medieval Tuscan city where the brand was born, which is surrounded by rolling hills dotted with orchards of silver-leaved olive trees.
Bertolli, which is owned by Deoleo, the world’s biggest olive-oil bottler, is one of the world’s most recognizable labels. With its foray into the world of online cooking, the olive oil producer is aiming to establish itself as an Italian lifestyle brand.
More articles on: Bertolli, olive oil marketing
Jun. 27, 2023
How Awards Helped One Tunisian Producer Thrive in the Lucrative U.S. Market
The NYIOOC award-winning producer behind Massiva combines generations of olive oil production experience with adept marketing.
Jun. 1, 2023
Deoleo Touts Sustainability in U.S. Campaign
The world’s largest olive oil producer is introducing new "sustainably sourced" extra virgin olive oil brands.
Jul. 13, 2023
A Rise in Sustainability Marketing in the Olive Oil Sector
Companies are investing more in sustainability marketing, and consumers are paying attention.
May. 31, 2023
First-Time NYIOOC Winners Find New Opportunities
From increased media coverage to easier access to lucrative foreign markets, first-time winners at the World Olive Oil Competition reflect on the results of their hardwork and success.
Sep. 26, 2023
The Story Behind Starbucks Oleato
Starbucks shocked the world by putting olive oil in its coffees. Tommaso Asaro says it's just the beginning.
Oct. 31, 2023
Trade Group Launches Digital Campaign to Promote Olive Oil in Australia
The Australian Olive Oil Association has teamed up with leading social media influencers to encourage consumers to use more olive oil.
Aug. 10, 2023
Andalusian Producers Seek Deeper Trade Ties with Japan
Olive oil consumption has risen steadily in the world’s third-largest economy over the past 30 years, and Andalusian producers are seeking to grow their market share.
Jun. 5, 2023
Goya Spain GM Says the Global Olive Oil Sector Potential Lies with Young Consumers
Antonio Carrasco believes olive oil brands must define themselves through quality while communicating these values to young people.