CASE STUDY: Bertolli Dress & Drizz
How do we make Americans aware that although olive oil is a fat, its consumption is associated with numerous health benefits over time?
THE CHALLENGE
It’s a common myth that olive oil is unhealthy simply because it’s a fat. In recent years, scientific research has confirmed that the consumption of extra virgin olive oil is tied to an abundance of health benefits, from brain fitness to heart health. Our team devised a PR plan to make olive oil consumers nationwide aware of the positive health outcomes associated with olive oil consumption overtime.
THE SOLUTION
Partnering with Bertolli, Snackbox launched an extensive public relations campaign to promote Dress & Drizz.
Through public relations efforts, Snackbox aimed to make the public aware that Dress & Drizz’s purpose is to keep health, convenience, price, and quality in mind, providing customers with a high-quality oil delivering affordable luxury and an eye on sustainability.
Beginning with brand awareness, Snackbox sought to increase awareness of Dress & Drizz among hundreds of food writers, dining publications, and lifestyle magazines. This was executed by keeping an organized master media list, where emails of contacts were displayed for pitching.
Through the use of multiple creative pitches, Snackbox increased brand awareness and customer loyalty. Email pitches throughout the year included topics such as the benefits of bringing Dress & Drizz to your family tailgate, Bertolli bringing the squeeze bottle revolution to the masses, and the benefits of bringing olive oil as a host gift to a family party. In each pitch, reporters were offered a box of Dress & Drizz to sample for themselves, allowing them to get a firsthand taste of the product they would write a story about.
Snackbox also spread the word about Dress & Drizz through management of “Bertolli Influencers.” By contacting and media training “foodie” social media influencers, Snackbox was able to successfully pitch numerous influencers to their local television markets with an idea for a segment for influencers to make a recipe using Dress & Drizz on air.