Filippo Berio: Olive oil brand celebrates 150th birthday with ‘Shake to Win’ game
2017 was a special year for the best-selling olive oil brand. In business for 150 years, Filippo Berio wanted to celebrate their birthday in style.
The campaign centred around winning a once in a lifetime trip to Lucca, Tuscany, where Filippo Berio was born. It involved customers shaking a virtual tree to make the olives fall, before choosing one olive to reveal if they had won a prize or not. There were over 2,000 other prizes to be won.
Other prizes included magnums of prosecco, Vietri ceramics, Filippo Berio recipe books, oil and vinegar sets and Lavazza coffee machines.
Enlisting the help of TLC Marketing, Filippo Berio wanted to create an engaging campaign built on heritage, authenticity, quality and tradition. Walter Zanre, Manager Director at Filippo Berio said, “It has taken 150 years to build this brand and it would take 10 minutes to destroy it."
The concept of the promotion was therefore derived from the roots of the brand, where the Filippo Berio story began. Traditional methods of harvesting olives involve farmers literally shaking the tree from which the olives would fall. To coincide with this tradition, TLC Marketing built the 'Shake to win' game. Enabled by internal smartphone technology, gyroscope; users could literally shake their phone which would in turn, shake the tree and cause the olives to fall. Desktop users simply clicked the tree to watch it shake and the olives fall.
Players would then choose one of the three fallen olives to see if they have won a prize.
Clare Warwick, Account Manager at TLC Marketing, said, “Filippo Berio is steeped in rich history and we've helped to bring that to life through the 'Shake to win' campaign. Going live during harvest period of November, it was promoted only via the Filippo Berio Facebook and Instagram page and has exceeded all targets set."
The campaign went live on the 1st of November 2017, to coincide with olive harvesting season, and ran until the 30th of November 2017. The campaign has now been shortlisted for the 'Best Use of Social Media' at this years Chartered Institute of Marketing (CIM) Awards.