New Market Expansion (Canada)
Building on their domestic success, Bertolli wanted to expand their pasta sauce distribution to Canada. The opportunity for Bertolli to enter the category and introduce a premium line of Tuscan-inspired pasta sauces that would appeal to the Canadian foodie would take more than a great introductory price at the shelf. And it would involve pivoting the very functional US brand campaign for this more discerning Canadian target.
Make the Tuscan Way, Your Way.
We brought Bertolli’s brand philosophy, The Tuscan Way, to life with Canadian-Italian chef Matt Basile, a versatile local restauranteur who shares the same cooking sensibility and helped to establish instant credibility.
Chef Matt was the face and voice of Bertolli’s Canadian launch delivering a level of authenticity and approachability that Bertolli sauce needed to win over our discerning Canadian foodies. Heavy social media presence via multiple influencers combined with Food Network and affiliated networks sponsorship created scale for The Tuscan Way. Complementary in store activation delivered first-hand product experience and robust offers that invited shoppers to “Make The Tuscan Way, Your Way”.
Consumer to Shopper Insights | Strategy Development | Creative & Design | Influencer Marketing | Shopper Marketing | Consumer Marketing | Experiential & Sampling | Entertainment & Sponsorship | Media Strategy | Media Planning | Analytics and Measurement
Digital / social benchmark exceeded
300% sales lift
15%+ trial to buyer rates