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Following
its substantial summer TV and print campaign, Britain's leading Olive
Oil brand, Filippo Berio, has announced record market share figures.
Filippo Berio
launched its summer promotional campaign in June with an award
winning TV commercial featuring a memorable reworking of Rossini's
famous aria, "Largo al Factotum" (Figaro's aria).
As a result,
Filippo Berio's latest 12 week value market share now stands at
21.9%, with massive year on year volume increase of over 80%. The
volume share peaked in July at 24.5%. The TV advertisement has
increased unprompted brand awareness by 160% and the volume sales of
Filippo Berio Extra Virgin Olive Oil range has increased by 125%.
Filippo Berio has gained and additional 2% points of household
penetration which equates to an extra 697,000 buyers.
Filippo Berio
is the fastest growing olive oil brand and has been consistently
showing strong growth over the last 52 weeks year on year volume
growth stands at +50%.
During the
campaign it is estimated that 39 million adults will have had chance
to see the Filippo Berio advertisement. In addition, during the
period Filippo Berio recognised the importance of educating the
consumer regarding the versatility and health of olive oil and has
distributed over a 1,000,000 recipe booklets.
Filippo
Berio's Country Manager, Walter Zanré, said; "We are
obviously delighted that our mix of activity has proved such hit with
consumers, delivering well above even our expectations. Filippo Berio
is committed to supporting the category in 2008, and to assure the
growth of household penetration, over and above 50%. (UK Household
Penetration currently stands 48.2%."
The total
cooking oil market is now valued at £254 million with in this
the olive oil sector has a value of £147.5 million - 58% of the
total market value. The olive oil sector continues to be the star
performer clearly driving value and volume growth with 52% of
households still not using olive oil this market has phenomenal potential
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