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.”
Deoleo, the bottler of the world’s leading olive oil brands, has undergone a string of transformations in recent years to reposition itself in a rapidly changing global olive oil market. Yes, there’s been some negative press out there.
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.